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TikTok made updates to Symphony Creative Studio鈥攊ts AI-powered video ad generation tool鈥攁nd commerce-focused AI ad tools for TikTok Shop sellers. Symphony is integrating with Smart+, its AI marketing campaign creator, allowing companies to launch ads directly from the creative studio.

Zooming out: This launch comes as new tools from Adobe, Amazon, and YouTube are helping marketers make scalable, personalized generative AI video ads, Spotify recently introduced generative AI audio ads, and Meta鈥檚 plan to automate ad creation by 2026 echoes TikTok鈥檚 Symphony push: AI-generated campaigns tailored by platform, persona, and placement.

These tools help marketers quickly transform static assets into animated video ads, complete with music, overlays, and text鈥攏o production team required. Meta says Advantage+ Sales Campaigns deliver an average 22% boost in return on ad spend (ROAS), while Meta GEM, its generative recommendation model, improves conversions by up to 5%.

Amazon is attempting to combat this uncertainty by expanding its video ads offerings with Prime Video, allowing it to incorporate top-of-funnel brand awareness in a way that competitors struggle to match. The company鈥檚 Upfront event on May 12 could further show how Amazon plans to offset tariff-related ad revenue losses.

Key Question: How much money will advertisers spend on upfront TV and digital video ads? Key Stat: Depending on the severity of tariffs, US linear TV upfront ad spending will decline between $2.78 billion and $4.12 billion during the 2025 broadcast year. This report can help you develop media strategy and allocate budget for campaigns (brands and agencies). Executive Summary.

By 2027, the format will make up 19.6% of all CTV ad spending, up from 14.5% in 2025鈥攈ighlighting its growing importance in the broader video ad ecosystem. While growth will taper, CTV ad spend will still rise 13.5% by 2029, signaling a sustainable expansion rather than a short-lived spike.

Adobe, Amazon, YouTube, and more are fueling the next wave of video ads with AI tools that help small businesses automate and personalize ad creation at scale. TikTok鈥檚 AI Alive turns static photos into animated Stories, aiming to retain creators with unique, in-app tools amid political pressure and rising competition.

But it still sits some way behind the wider digital video ad category. For comparison, US digital video ad spending increased 1,776% in the past 10 years. 驰辞耻罢耻产别鈥檚 jack-of-all-trades identity could also be a limiting factor in its ad take.It has more overall users than Facebook, Netflix, or Spotify and a greater amount of total raw engagement (in terms of time spent).

Video ads on Threads. This builds off of its global expansion of static ads, which launched in April. Trends in Instagram鈥檚 Creator Marketplace. It lets influencers and content creators monitor which topics are trending and where to maximize content performance. Ads in trending Reels. This places ads in popular creators鈥� Reels to help advertisers reach large audiences.

驰辞耻罢耻产别鈥檚 video revenues are now nearly at parity with Netflix: $45.6 billion vs. Netflix鈥檚 $46.2 billion globally in 2025, per Omdia. A growing share of those views are coming from older demographics. MoffettNathanson reports that viewership from users 65+ jumped 32% YoY in 2024, now making up 13% of the total audience. Yes, but: MoffettNathanson sees YouTube as under-monetized on TV.

Commerce video ads drive sales growth: 70% of advertisers use the format, says IAB report, but consumers find the ads too short.

Pixability is a technology platform for optimizing video ad campaigns on YouTube and CTV.

Examples of in-store retail media include interactive retail displays at the front of the store, checkout, end caps, cooler aisles, and smart carts; at gas stations (e.g., GSTV video ads); at Volta and other electric vehicle charging stations; and at the Redbox ...More.

Creators in the initial launch countries will also have more growth options, including 鈥渙pportunities to earn Premium video revenue for listeners in new markets.鈥�. The platform is 鈥渃ommitted to providing creators with more options to grow their audience鈥� and is 鈥渇ocusing on increasing revenue and consumption for creators,鈥� per Roman Wasenm眉ller, Spotify鈥檚 head of podcast business.

The company is also exploring AI-generated content as a surface for advertising, with its AI shopping assistant Rufus now featuring shoppable video ads. 鈥淧ost-purchase real estate is something that's actually kind of perked up quite a bit in the last couple of years in retail media," Marzano said, highlighting DoorDash's approach to boost basket sizes by offering post-purchase add-ons.

Shoppable video ads, in particular, have been introduced across various channels. They have become a popular tactic for retailers hoping to win a larger share of advertisers鈥� budgets while staying true to retail media鈥檚 core value proposition of full-funnel attribution.

Lyria can create original tracks across genres, which could be used for video ads and social media marketing campaigns. The voice tool can synthesize speech from about 35 languages and clone a voice with just 10 seconds of audio. It comes with an indemnity clause to protect customers from potential copyright disputes.

But it still sits some way behind the wider digital video ad category. For comparison, US digital video ad spending increased 1,776% in the past 10 years. We have included 驰辞耻罢耻产别鈥檚 gross ad revenues in this chart to better demonstrate the advertiser opportunity鈥攖his is what they鈥檙e spending on the platform.

In 2026, 39.5% of all mobile ad spending will be for video ads alone, slightly more than search鈥檚 38.3% share. Over 80% of mobile ad spending will be in apps this year. Social platforms are a big reason for this lopsided split. They will generate 43.0% of all mobile ad spending and 52.1% of in-app ad spending.

Our take: The 2025 Upfronts will be a major litmus test for the state of the video advertising industry. Increased competition and inventory are lowering CPMs鈥攕urely a relief to marketers who are especially budget-conscious due to economic uncertainty.

The link between display and video advertising is tight. The industry ranking for display as a share of social roughly replicates the industry ranking of video as a share of digital ad spend. The correlation between display and video is much higher than between mobile and search.

Programmatic video ad spending will grow even quicker at 21.2% YoY in 2024 and will continue to grow at a CAGR of 14.3% over the next two years. B2B advertising remains loyal to traditional media, but digital is growing quickly. Unlike B2C marketers, B2B marketers will spend the majority (54.4%) of their ad budgets on traditional media.

The 2023 upfront market will likely be the last one transacted primarily on Nielsen鈥檚 legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

Its ad-supported content has made it a dominant platform in digital video advertising, accounting for a sizable chunk of Google鈥檚 business in Canada. Its appeal is strong for videos 60 seconds or less: It had an organic viewing share of 44.0% for videos 30 seconds or less and 33.0% for videos between 30 and 60 seconds, per Q3 2024 data from Pixability.