Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Digital Video Industry Continues to Grow in Size and Complexity

Best practices span a wide range of media types

The growth of the US digital video advertising industry is unmistakable: Between 2018 and 2021, it will increase by double-digit percentages annually, topping $22 billion by the end of that period.

The industry is also gaining in complexity. Each year brings new formats, devices, platforms, ways of transacting video ads and, accordingly, new best practices.

Some of the best practices industry experts shared in early 2017 continue to be top of mind, including focusing on short ads, front-loading branding elements, using detailed targeting criteria and making ads contextually relevant to the space around them.

Other best practices have taken hold over the past year, in areas such as out-stream video, brand safety and fraud reduction. Some of these were in response to specific events and trends that unfolded in 2017.

"Connected TV advertising will be a big focus for 2018," said eMarketer principal analyst Paul Verna. "The audience is primed and ready, the devices are numerous and increasingly sophisticated, and there are multiple content platforms to support the ecosystem. The last remaining piece of the puzzle is a robust ad economy, and by many indications this will be the year when it starts to scale."

Hear more of Verna's digital video insights in the latest episode of eMarketer's "Behind the Numbers" podcast:

These insights are drawn from eMarketer's latest report, "Digital Video Advertising Best Practices 2018: Connecting the Dots Across Screens and Formats." The report compiles best practices in digital video advertising from more than 20 industry experts who spoke with eMarketer, including executives at ad agencies, brand marketers, publishers, ad exchanges and tech firms. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.