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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.

In 2022, US digital video ad spending surpassed TV ad spending for the first time, and our forecasts show them continuing to drift apart through 2027. This year, CTV will make up nearly 30% of the digital video pie, and that percentage has grown significantly over the past several years. This explains why and how ad budgets are shifting from TV and other forms of digital video to CTV.

The slowing growth in social video time is not a signal to cut back expenditures; more than 4 in 10 video ad dollars will go to social video this year. But now is not the time to overindex on these ads versus ads in feeds, Stories, and other social media placements. Balance social video ad investments with image ads. 

YouTube pause ads grow with smart TV rollout: As YouTube explores passive ad formats, it must balance ad revenue with audience satisfaction amid mixed reactions from users.

Streaming services struggle with ad delays and slates: Latency and unfilled ad slots frustrate viewers and impact the performance of streaming ads, decreasing brand recall and program enjoyment.

Amazon wins significant brand attention for Thursday Night Football: A few years into its rights deal, the company persuades advertisers to hop aboard.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

Retailers are behind on video spending compared to other industries. Among industries, retail spends the smallest share of display budgets on video. Retail’s share of display spending devoted to video has long sat below the average, and the accelerated growth rates of the past few years are slowing.

Short video placements will drive digital video ad spending, which will grow at a rate several percentage points higher than overall digital ad spending. TikTok’s continued revenue growth will signal short video’s ongoing appeal to marketers. Sources. Alvarez & Marsal. Appinio. Barclaycard Payments. Deloitte. Ipsos iris. Office for National Statistics (ONS) – UK. Spryker. UKOM.

The slowing growth in social video time is not a signal to cut back expenditures; more than 4 in 10 video ad dollars will go to social video this year. But now is not the time to overindex on these ads versus ads in feeds, Stories, and other social media placements. Explore developing ad opportunities for CTV.

Programmatic digital video ad spend will also increase, rising 20.9% to reach $93.95 billion. Off-site offers a new landscape and performance opportunities for both advertisers and retailers. As retail media expands into off-site, advertisers and retailers are experimenting while also navigating off-site’s ins and outs.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Digital video ad spending will decelerate along with the rest of the market, but less dramatically. We forecast at least four more years of low double-digit growth for the format. Video advertising is on the fast track to the $100 billion mark.

In today’s episode, host Bill Fisher is joined by Paul Briggs, Man-Chung Cheung, and Carina Perkins to discuss the broadcast winners of the Paris Games, how Olympic viewing habits are changing, and what to keep in mind when advertising during the event.

Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.

So we estimate that this year 30% of US video ad dollars will go to Meta, 30%. And around 7% will go to TikTok. But what share of total US video ad dollars, total US video ad dollars, will go to YouTube? What share of the pie will YouTube's video ad revenues account for? Suzy Davidkhanian:. Oh, we need a timer on this. Marcus Johnson:. Suzy. Suzy Davidkhanian:. No, I'm sorry. Marcus Johnson:.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Prime Video’s ad model positions Amazon against Netflix: Targeted ads and competitive pricing drive substantial revenue growth in the streaming market.

Social networks are ramping up ad loads to rally their stock prices and as they continue to wrestle with AppTrackingTransparency.