Upfront purchasing within digital video is growing because overall digital video ad spending is growing—but upfront spending will account for just 12.3% of all US digital video ad spending this year. Likewise, upfront digital video spending accounts for only a small portion of total upfront spending, as most upfront spending goes toward TV.

CTV advertising is almost entirely video with ad spending on CTV devices representing almost a quarter (24.3%) of digital video ad spending. Growth in CTV ad spending exceeds growth in topline digital video ad spending by 6.6 percentage points.

This doesn’t include digital inventory sold by social networks, YouTube, device-makers like Roku and Samsung, or news publishers, as those dollars are counted in our upfront digital video ad spending forecast instead. The upfront TV forecast also excludes upfront commitments that don’t ultimately result in a transaction.

What’s also clear is that little digital video spending is committed upfront, with nearly 90% of the dollars going to social and programmatic channels outside of the upfronts and NewFronts loop in 2022. On the other hand, as CTV programming and advertising mature, more upfront digital video ad dollars are going to CTV.

Nearly 9 in 10 of all digital video ad dollars will transact programmatically for the next few years. Mobile Dominance. Three-fourths of programmatic ad spending flows through mobile. For programmatic video, mobile accounts for two-thirds of spending.

VideoAmp and iSpot are coming for Nielsen’s crown: The two companies announced a major funding round and acquisition, respectively, while Nielsen makes adjustments.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

The industry’s share of video ad spend will rise from 19.1% to 24.0% over the same period. What this means: The numbers make clear why Google and other platforms like Meta, TikTok, and Twitter have taken great pains to court the retail industry over the past few years, and why so many retailers have tacked on advertising to their websites.

TikTok needs to continue to offer ad products for another reason: The fight for short-form video dollars is heating up. Earlier in the week, YouTube announced a number of ways advertisers can incorporate Shorts into their ad campaigns.

Meta will account for 30.1% of US video ad spend this year, or $25.34 billion, according to our forecast. That puts Meta ahead of the competition by a lot. YouTube’s 8.3% share of US video ad spend ($6.99 billion) is still in front of TikTok’s 6.5% ($5.48 billion), but TikTok is gaining share. 3. Only Hulu leads YouTube in US CTV ad revenues.

For the first time, CTV will account for more than two-thirds of US upfront digital video advertising spending in 2022. Upfront spending accounts for about one-third of total CTV ad spending. Total US TV upfront ad spending will be flat at $19.21 billion in 2022-2023.

And as our upfront CTV video ad spending estimate is an element of our digital video ad spending estimate, it too is based on the calendar year. For the first time, CTV will account for more than two-thirds of US upfront digital video ad spend this year. Viewed another way, the vast majority of upfront digital video dollars are going to streaming services.

Declining TV viewing, tiered streaming, emergent ad businesses, and content spending cutbacks will be among the most prominent 2023 video trends.

Prioritize video ad spend for retail. More like this:. Should marketers care about free ad-supported streaming TV? 3 considerations for organic, paid social from Wendy’s and other brands. 3 best practices for better CTV advertising. 4 CTV trends to watch: Collapsing funnel, Gen Z, and more.

Reels' next frontier: Instagram's strategic play against TikTok's and YouTube's video offerings, maximizing advertising opportunities.

US digital video ad spending will reach $93 billion this year, on its way to over $143 billion in 2026. Its growth will outpace digital ad spending—a barometer of how important video is to the ad industry. Additionally, native video ad spending—which is made up mainly of outstream ads—is on track to top $38 billion this year and will grow at double-digit rates through 2024.

Meta is launching new advertising formats for Reels to sweeten its offerings in case advertisers find themselves with unused short-form video spending after a ban. Let’s try that again: ByteDance’s push to bring Lemon8 to prominence could be a backup plan in case TikTok gets banned in the US, but it doesn’t solve the core problem upsetting regulators—ByteDance’s ties to China.

TikTok threatening YouTube in US video ad spend. How marketers should rethink digital ad channels, based on our forecast data. TikTok, AI, and beyond: 6 social strategy takeaways from marketing pros. Yesterday’s Chart of the Day: YouTube looks alive.

Nearly 9 in 10 of all digital video ad dollars will transact programmatically for the next few years. Connected TV (CTV) is fueling programmatic video ad spending. In 2022, CTV will account for more than one-fifth of total programmatic video ad spending for the first time, as well as one-tenth of total programmatic digital display.

California and the battleground states of Florida, Georgia, and Pennsylvania will attract the most political video ad dollars. More like this:. Report: US Programmatic Video 2022. Article: Digital ad spending outlook blows past previous forecasts. Article: One platform wins big in the ad-supported streaming wars.

While its share of total video ad spend will decrease slightly, we project it will remain above 40%. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

In the US, digital video ad spending will hit $76.20 billion and keep growing through 2026, while TV ad outlays will fall short at $68.35 billion and then decline for the next few years. Ad spending trends are ahead of time spent trends not just because marketers are getting out in front of where viewership is headed.

But this is a temporary measure, and advertising dollars will continue to chase consumers—increasingly among display environments, particularly video. Spending Is Still Righting Itself, but Some Industries Are in Better Shape than Others. There’s been a general “rightsizing” in the UK’s advertising industry as the country has come out of lockdowns and other pandemic restrictions have lifted.

This dynamic will remain in place for the foreseeable future: We project the media industry will allocate 63.3% of its digital ad spending to mobile in 2024, in part because a growing chunk of the industry’s digital video spending will be concentrated in connected TV (CTV), a nonmobile ad format. The media industry will continue to reduce its reliance on search advertising.

But social video is no longer the biggest growth driver in digital video ad spending. That title belongs to connected TV (CTV), which will grow 27.2% in 2023. Mobile dominates social video ad spending. Mobile will account for almost all (95.5%) of social network video ad spending this year, with desktop/laptop spending responsible for the remainder.