Unruly / Blog / Outstream Video Now The Most Popular Format For Advertisers

Outstream Video Now The Most Popular Format For Advertisers

UK video ad spend has overtaken banner ads for the first time in the UK, rising 46% year-on-year to £699m during the first half of 2017.

According to the PwC / IAB UK Digital Adspend report, video now accounts for 35% of display advertising spend and is now the fastest-growing ad format.

The IAB’s report also revealed that outstream video spend nearly doubled, making the format the most popular choice for advertisers.

Outstream now accounts for 52% of video spend (£363 million), overtaking pre-and post-roll ads which account for 44% (£309 million).

The report also highlights the ongoing boom in mobile advertising, with mobile now accounting for 43% of all digital spend and 70% of UK video spend.

iab video spend

Accompanying YouGov data showed that time spent watching short video clips has almost trebled in the last three years (Sept 2014 to Sept 2017): from 51 minutes to 2 hrs 21 minutes per week.

IAB CEO Jon Mew says: “The time people spend watching online video has grown tremendously over the last few years, so it’s little wonder that video is now the fastest-growing ad format as advertisers look to tap into the changing way people consume content.”