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LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

Display formats are surging, boosted by video ad inventory in social media and connected TV (CTV). However, search still commands a sizable share of digital spending that will be maintained by growth in retail media search. Retail media remains the fastest-growing ad channel. Most of the growth is tied to ever-rising retail ecommerce.

Opt-in video ads that offer an incentive to click, like an in-game reward, can succeed, but it depends on how valuable the reward is. Open-world and story-driven games present a unique opportunity to place ads on in-game billboards where they don鈥檛 interrupt game-play.

Last year, Adalytics reported that Google misplaced 80% of video ads. Google contested the report, but concerns about ads showing up in places advertisers don鈥檛 want them to persist.

The rollout of video ads on Prime Video in Brazil is a vital part of Amazon鈥檚 global strategy to help advertisers reach new markets. The move also underscores efforts to compete against Mercado Libre鈥檚 ad-supported streaming service, Mercado Play. However, even with the rollout in Brazil, Amazon鈥檚 retail media business in Latin America will still be roughly a third of the size of Mercado Libre鈥檚.

B2B video advertising overall will grow 14.1% this year to $1.74 billion, representing 9.5% of B2B digital ad spending. Click here to view our full forecast for US B2B video ad spending. Most B2B industries will see strong growth in 2024.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

Roblox introduces immersive video ads to capture Gen Z's attention: New ad format expected to boost brand engagement and user actions.

25% of US TV/video ad buyers want to have three currencies for impression measurement, according to March 2023 data from the Interactive Advertising Bureau, Standard Media Index, and Advertiser Perceptions. Another 45% opt for four or more currencies.

Diversity in video ads is waning amid wider DEI drop: Some states seek DEI curbs, but consumers are willing to tie their purchases to inclusion.

Google issues refunds for misplaced ads: A June report claiming 80% of its third-party video ad positions didn鈥檛 meet standards raised a firestorm in the industry.

The overall breakneck video advertising growth rates of recent years have slowed sharply. While 2024 will mark the slowest growth for video ad spending by retailers, at 21.1%, it鈥檚 slightly above the overall average growth of 20.8%. Retail will spend 57.5% of its display ad budgets on video this year, the lowest among the industries we track.

LinkedIn鈥檚 Live Event ads drive +131% higher clickthrough rate and 600% higher engagement rate, on average, compared to video ads alone, according to internal data. Cohen explained that LinkedIn is building "the full marketing loop pre, during, and after" for events.

Retailers must continually test and adapt their strategies to find what resonates with consumers ahead of the holidays. An extended holiday season requires a dynamic approach to promotions, while brands aiming to reach Gen Z should use creators and video ads. Here are three pieces of advice on a successful holiday ad campaign from Meta and two of its advertising partners, 鈥嬧�婳gee Beauty and AS Beauty.

Don鈥檛 shy away from video ads just because of short-form limitations. Short-form videos can be challenging in healthcare and pharma due to disclaimer requirements. But the younger generations鈥� appetite for lengthier video content is increasing alongside more people engaging with digital video overall.