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Large spenders may already have commitments dedicated to major streaming services, but Amazon can tap into its thousands of existing advertising spenders to generate video ad revenues. Our take: Prime Video is a chance for Amazon to kill two birds with one stone. By offering credits and bearing the cost of ad production, it can introduce existing, smaller advertisers to a new spending channel.

All respondents were involved in digital video advertising decision-making and had $1+ million in total annual ad spending in 2023. 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.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

In-feed video ads are being added to video reach campaigns as well. With the video reach campaigns update, advertisers add a vertical video of 60 seconds or less alongside their other assets.

But growth will be slower than originally forecast, and social’s share of video ad spending overall will decline slightly this year. Short-form video continues to monetize less effectively than older ad formats—but the largest social platforms are still prioritizing it.

The number of actors in advertisements who were people of color fell to 27.6% this year from 34.5% in 2021, per an analysis of about 1 million US ads from Extreme Reach, an independent video ad server. Ä¢¹½AV two-thirds of faces and voices featured in ads are male, the results found.

Video ads played on smartphones mainly (tablets account for a small percentage) will make up more than 70% of mobile display. These ads run mostly in mobile social apps like Facebook and Instagram, and video apps like YouTube and TikTok. Search also accounts for a huge chunk of mobile spending.

Video ad options will come to the fore on these platforms as brands look to integrate themselves into the short video environment. Digital video advertising will outperform the market. Short video placements will drive digital video ad spending, which will grow at a rate several percentage points higher than overall digital ad spending.

And it introduced CTV and video ads within its ad platform, which will be a good way for it to leverage first-party data in a rapidly growing ad market. The company is enhancing audience targeting through its Microsoft Advertising Editor. It also created an automated bid strategy to help with audience reach.

Nielsen had initially planned to incorporate Amazon's own data but rescinded the decision after facing pushback from the Video Advertising Bureau and other stakeholders. Our take: Amazon's achievement with the Thursday Night Football opener shows the increasing importance and potential of streaming platforms in sports broadcasting.

TikTok’s share of US video ad spending will be 6.5% this year, putting it below YouTube’s 8.3% and well below Meta’s 30.1% share. Total US video ad spending will reach $84.14 billion this year, and while TikTok’s share is increasing, the platform has a ways to go if it wants to get to Meta’s level.

Lyft intends to serve display ads and plans to introduce video ads by year’s end. Beyond the app, the company aims to use digital screens for advertisements at its bike-share stations. Lyft will use its vast amount of user data, which includes payment methods, ride histories, and lifestyle segments. This targeting will be based on anonymized and aggregated data to ensure user privacy.

According to Magna Global, short-form video ad spending will grow by 10.4% in 2023. Consumer Behavior for Online Shopping Is Changing–Thanks to Gen Z. TikTok and other platforms aside from Google are playing a larger part in how consumers prefer to search for products and services.

Amazon and IPG Mediabrands strike a three-year video advertising deal. 5 partnerships that caught marketers’ eyes in 2023.

The shifts that will impact 2024’s video ad landscape. Retail media dealmaking (and Prime Video’s introduction of ads) has reshaped our CTV expectations. Methodology: Data is from the October 2023 ViewNexa report "How to Follow the Audience." 1,000 US consumers ages 18+ were surveyed online during August 2023 by Sapio Research.

Despite consumer demand for diversity and inclusion, minority representation in video ads and major events like the Super Bowl declined last year. What else to look out for: Mortimer called out a number of other things to look for this year.

The shifts that will impact 2024’s video ad landscape.

The shifts that will impact 2024’s video ad landscape. A closer look at YouTube’s ad rates. 5 Super Bowl LVIII marketing trends we’re watching, from Taylor Swift to celebrity stunts. What’s the Skinny on vMVPDs? (Insider Intelligence subscription required).

Integrating first-party data into its popular currency is a privilege that Nielsen has historically denied TV networks and even other streaming services, causing groups like the Video Advertising Bureau and CBS to cry foul. Football broadcast and streaming rights are currently split among many providers bound by yearslong deals.

This tool would allow advertisers and merchants to create video ads featuring AI-generated influencers based on prompts they provide. TikTok sees this as a way to streamline the ad creation process and encourage more advertising spending on the platform. Yes, but: There are concerns that AI-generated content may not perform as well as human-created content.

For example, Red Baron paired purchase data from The Kroger Co.’s Kroger Precision Marketing (KPM) to reach lapsed buyers with video ads on Roku’s platform. The campaign drove a 9.1% uplift in household penetration, a 48% increase in household penetration among lapsed Red Baron buyers, and a sales lift of 6.9%.

That prompted a response from the Video Advertising Bureau warning that only those with high volumes of low-investment content stood to benefit from a singular measurement, which could create a race to the bottom. Our take: WBD choosing to forgo iSpot as a currency and the JIC’s back-and-forth with YouTube are growing pains of an industry searching for new norms.

Earlier this month, Instagram similarly began testing unskippable video ads that appear in the regular feed and cannot be bypassed until a timer ends. While the unskippable format increases ad attention, it interrupts the app’s experience and garnered a strong negative reaction from users.

YouTube benefits from the rise of short- and long-form video advertising and has been expanding its ad formats, most recently introducing an unskippable 30-second ad on connected TVs. Use this chart:. Plan your YouTube ad budget. Prioritize video ad spend for retail. More like this:. Should marketers care about free ad-supported streaming TV?

The digital video ad experience leaves much to be desired. Digital video viewers in Latin America don’t mind watching ads, but the current user experience is poor. By making a few changes, providers can greatly improve the ad experience, all while continuing to grow their ad revenues. Viewers are frustrated by digital video ads.