Digital Video Viewers and Brand Connection

IAB Video Center conducted a primary consumer research study to gain a deeper understanding of digital video viewers and their connection with direct brands in the US, which found that:
  • Original Digital Video (ODV) can effectively deliver a sizable and desirable audience for any brands that wants to connect and engage with young (Gen Z and millennial), racially diverse, and tech savvy consumers.
  • For performance-focused direct brands, ODV viewers have the highest conversation rate among digital video viewers.
  • Brands should target by each unique content moment and needs state to create relevance and value – focus on mobile and OTT platforms to reach and engage with these viewers.
  • Brands need to provide both utility and entertainment value in their communications.
  • Brands should also promote and highlight the...

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