Banks will follow customers to their preferred channels and invest in their preferred content—increasingly video. Ad dollars will increasingly go to Big Tech. We see the biggest players in CTV, social, and ecommerce demanding a higher share of ad spending. Google, Meta, and Amazon will take the bulk of those ad dollars. Inhibitors of Digital Ad Spending Growth. Efficiency Drive Could Pressure Budgets.
Report
| Aug 12, 2022
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.
Article
| Jun 1, 2022
tvScientific aims to make CTV a performance marketing channel: The CPO model integrates with affiliate platforms, offering advertisers a low-risk, high-reward option.
Article
| Aug 21, 2023
YouTube moves away from third-party measurement for co-viewing: The platform’s decision to use its own data for trading purposes has advertisers worried.
Article
| Aug 22, 2023
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.
Article
| Feb 3, 2023
CTV’s share of US video ad spend will grow from 24.0% in 2021 to almost a third in 2025, making it one of the fastest-growing ad channels. Despite unresolved issues with this emerging marketplace—like measurement and ad fraud—insurers will follow the rest of the market and prioritize spending on CTV to reach noncable TV subscribers, especially as non-cookie-based ad targeting with CTVs takes off.
Report
| Feb 3, 2022
This means that, as a function of overall digital video ad spending, CTV will approach one-third in 2025 from roughly one-quarter in 2021. This escalation is driven by increased cord-cutting, more time spent on CTV, device companies like Roku and Vizio doubling down on their ad businesses, and the proliferation of ad-supported video platforms despite continued momentum in subscription-based ones.
Article
| Jan 13, 2022
The old model of a million-dollar TV commercial playing once everywhere has got to end, and advertisers and brands need to think about multivariate creative and CTV and doing the basics of digital media. eMarketer: You have your video ad spend report coming out soon. What are some of the main industry trends that you found in the report?
Article
| May 13, 2022
A portion of digital video spend will go to the nascent CTV space, but traditional broadcasters are also developing their own streaming services (with BVOD ad spend rising at a far faster rate than traditional TV spend). Overall, the advertising opportunity for CTV remains small. CTV Will Have Little Impact on the Strong Growth in Digital Video Ad Spending.
Report
| May 18, 2022
New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.
Report
| Nov 10, 2022
US short-form video advertising spending is expected to rise 10.4% in 2023, but a new revenue sharing program for Shorts creators could further cut into YouTube’s earnings. Still, that very same program is one of YouTube Shorts’ strongest weapons.
Article
| Feb 6, 2023
Despite CTV’s breakneck growth, mobile remains the most prominent device in programmatic video, accounting for about two-thirds of total programmatic video ad dollars. Ad Load Perception. In a September 2021 Morning Consult poll, most US adults either believed that linear TV and streaming video have the same amount of advertising, or were unsure which format features more ads.
Report
| Dec 17, 2021
This year, digital video ad spending will surpass linear TV, one year ahead of our previous forecast. We have increased our digital video ad spending forecasts YoY, from $71.81 billion to $76.20 billion in 2022. To be clear, the amount of money spent on linear will still be considerable.
Report
| May 18, 2022
Google issues refunds for misplaced ads: A June report claiming 80% of its third-party video ad positions didn’t meet standards raised a firestorm in the industry.
Article
| Aug 15, 2023
Chart
| Sep 18, 2023
Source: Magna Global
Most viewers can tolerate ads, actually: Only 16%–17% of viewers can't tolerate them, per Hub Entertainment research, suggesting room for further AVOD growth.
Article
| Aug 7, 2023
YouTube commands the majority of digital video ad spending in the US and for now is still ahead of TikTok in total users and in every age group we forecast. It will have well over twice as many monthly users as TikTok this year (230.6 million compared with 90.6 million, respectively).
Article
| Aug 1, 2022
Social network video advertising will make up over a third—33.9%—of total US digital video ad spending in 2022. That share has gradually decreased since 2017 and will continue to trend down as channels like connected TV (CTV) take bigger shares of the total US digital video ad market. However, social media will remain a substantial part of digital video advertising overall.
Report
| Jan 11, 2022
Digital video ad spending will thus continue to eat away at traditional TV budgets. In 2022, TV will account for just 12.4% of total media ad spending, down from 13.3% in 2021, according to our forecast. Digital advertisers are investing more in broadcasters, however, particularly in public-service networks that make their content available online.
Article
| Dec 30, 2021
Roku Q2 revenues up: Budget-conscious consumers are flocking to its ad-supported streaming platform.
Article
| Jul 28, 2023
Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.
Report
| Sep 27, 2022
Amazon's ad policy shift: It will claim a larger share of advertising impressions from Fire TV's streaming services, which could strain developer relations.
Article
| Aug 2, 2023
The travel industry’s digital ad spending collapsed in 2020, but two years later most of those outlays have returned. The next two years look set for strong growth as well, bucking the trend among other industries.
Report
| Sep 20, 2022
A new set of digital winners is emerging amid the market turmoil of 2022. Using our forecasts, we showcase how ecommerce, social media, fintech, and more are being transformed.
Report
| Sep 8, 2022
After two years of dramatic highs and lows for various industries, digital ad spending growth rates will settle into relatively similar patterns for the 10 industries we track. However, aggregate spending will remain vastly different.
Report
| Aug 29, 2022