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Bolstered by the growth of connected TV (CTV), programmatic will account for 92.1% of digital display ad spend and 89.4% of video ad spend in the US by 2025, according to 蘑菇AV鈥檚 December 2023 forecast. Advertisers are shifting their focus to premium, scalable supply, particularly in CTV, said Giuseppe La Rocca, vice president of enterprise at StackAdapt.

Guideline's digital video ad spend market size and growth rate estimates are based on its pool of ad billing data, including forward bookings, the IAB-commissioned Advertiser Perceptions quantitative survey, interviews with industry leaders, and other market estimates.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

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.

US programmatic video ad spend passed non-video for the first time last year, according to our forecast. Over the next few years, programmatic video ad spend will increase faster than non-video. The uptick in video ad spend is driven by connected TV (CTV), mobile, and social media advertising on TikTok and other platforms. 2. Breaking out CTV growth.

Video spending is also being bolstered by some gaming ad dollars shifting to brand advertising. Although it remains a small part of the overall video ad spend, some brands have explored full-screen video advertising within games and other apps.

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鈥檚 8.3% share of US video ad spend ($6.99 billion) is still in front of TikTok鈥檚 6.5% ($5.48 billion), but TikTok is gaining share. 3. Only Hulu leads YouTube in US CTV ad revenues.

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鈥檚 try that again: ByteDance鈥檚 push to bring Lemon8 to prominence could be a backup plan in case TikTok gets banned in the US, but it doesn鈥檛 solve the core problem upsetting regulators鈥擝yteDance鈥檚 ties to China.

To view the full upfront/NewFronts digital video ad spending forecast, click here. More CTV dollars are going to the upfronts. Upfront advertisers will spend $8.66 billion on CTV video ads this season, rising to $11.76 billion next year. These figures put upfront CTV video ad spending in the lead by the following metrics:.

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鈥攁 barometer of how important video is to the ad industry. Additionally, native video ad spending鈥攚hich is made up mainly of outstream ads鈥攊s on track to top $38 billion this year and will grow at double-digit rates through 2024.

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.

US upfront/NewFront digital video ad spend will rise 37.3% this year to reach $18.61 billion, per our forecast. That shows media buyers are still planning ahead, even as viewers move away from linear. 鈥淏uying upfront became popular with linear TV, but that old-school sales tactic has become common in digital video, podcasts, video games, and is even emerging in retail media,鈥� said Benes.

Programmatic advertising will account for 84.2% of the $32.09 billion going toward US CTV video ad spend in 2025, per our forecast. CTV is considered a 鈥渕ust-buy鈥� for 69% of advertisers, according to a March 2024 study from the Interactive Advertising Bureau (IAB) and Advertiser Perceptions and Guideline. Use this chart:. Adjust advertising budgets. Determine ways to invest more in programmatic CTV.

CPG will increase video spending by 22.9% YoY in 2024 to reach $17.07 billion. Growth will slow to a market average of 14.9% in 2025. Technology and media will lead in video ad spending growth in 2025. Both will increase ad spending by more than 17%.

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鈥檚 Chart of the Day: YouTube looks alive.

Allocate digital video ad spend. More like this:. 5 charts to help marketers evaluate Amazon Prime Video ads. People are watching longer TikToks. What does that mean for competition with YouTube? What media planners need to know about where people are watching TV. Combined CTV and linear TV ad spend will near $100 billion in 2027.

Justify video ad spend. More like this:. US Time Spent With Social Media 2023 (Insider Intelligence subscription required). TikTok breaks down the difference between in-feed and Spark Ads. Video takes the lead as non-video programmatic ad spend slows. TikTok Shop鈥檚 latest growth tactic: wooing creators.

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.

Methodology: Data is from the May 2023 Interactive Advertising Bureau (IAB) report titled "2022 Video Ad Spend & 2023 Outlook" in partnership with Standard Media Index (SMI) and Advertiser Perceptions. 360 US TV/video ad buyers were surveyed online during February 21, 2022, to March 10, 2023.

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鈥檚 and other brands. 3 best practices for better CTV advertising. 4 CTV trends to watch: Collapsing funnel, Gen Z, and more.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

CPG鈥檚 share figures very nearly match all those numbers, but its video spending ratio will come in just under the national average. To view the full forecast, click here. Although it is not core to CPG, video ad spending is still growing faster than any other CPG spending category.