IAB Europe conducted a survey of around 700 stakeholders in Q1 2017 to analyze the landscape of video ad formats across Europe. The survey revealed that in-stream pre-roll, outstream, and broadcast spots are the dominant formats, with a significant usage increase on mobile devices. Advertisers are expanding their strategies across devices, while publishers are adopting out-stream formats to enhance their content layout.

1. IAB Europe conducted the Video Ad Formats
survey amongst approximately 700
stakeholders including publishers,
agencies and advertisers across all European
markets during Q1 2017. The results provide
insight into the video ad formats landscape
across Europe including the current usage,
trends and technological specifications.
Which formats are being used and which
have been increasing?
VIDEO AD FORMAT USAGE & TRENDS
THREE DOMINANT FORMATS
IN-STREAM PRE-ROLL
73%
PC/Desktop
60%
Tablet
63%
Mobile
OUTSREAM
IN-ARTICLE/IN-PAGE
62%
PC/Desktop
55%
Tablet
57%
Mobile
BROADCAST 30 SECOND SPOT
66%
PC/Desktop Tablet
64%
Mobile
62%
PC / Desktop devices are dominant for video advertising as all formats are used frequently on this device but stakeholders are
looking to expand across devices as the increase of video ad formats was strong on both PC / Desktop and Mobile.
On the buy-side, advertisers and agencies are
looking to extend their video advertising messag-
es across devices, for example over 80%
increased their use of pre-roll on mobile devices
in the last 12 months.
On the sell-side, publishers aim to update and
improve the layout of their content and pages
and are looking to out-stream formats to do so;
more than half are using the in-article / in-page
format across PC / Desktop, Tablet and Mobile
For more information about the IAB Europe Video Ad Formats survey please contact
Marie-Clare Puffett – puffett@iabeurope.eu
You can access the European Video Ad Formats Landscape report here
europe
Which tech specs, file sizes and ad durations are commonly used
for video ad formats?
VIDEO AD FORMAT TECH SPECIFICATIONS
europe
www.iaberuope.eu
100 KB
80 KB
For in-stream formats 100KB is the most common file size used but for out-stream and
broadcast formats file sizes below 80KB are more common.
30 seconds is the most common ad duration across all formats.
@IABEurope
IAB Europe
https://www.iabeurope.eu/research-thought-leadership/brand-advertising-research-thought-leadership/iab-europe-infographic-and-report-european-video-ad-format-landscape/