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This trend also coincides with rising time spent with mobile, exposing consumers to more video ads via that channel. Some formats should remain important to banks despite lower time spent. Time spent with desktop/laptop will shrink to just 1 hour (1:00) per day in 2026. By contrast, daily CTV usage will grow to 2:34 in the same year. But banks should exercise caution before reallocating ad dollars.

Our take: Nielsen鈥檚 Big Data + Panel accreditation and sunsetting of its panel-only measurement is symbolic of the new chapter in video advertising. While the company still argues that its panel measurement continues to have a place in the evolving world of digital video and TV consumption, its big data integration shows it recognizes that advertisers will leave outdated solutions behind.

The kinds of ads that consumers were asked about ranged from media-specific (i.e., video ads) to industry-specific (i.e., affiliate marketing). The level of interruption of the ad鈥攔ather than its invasiveness鈥攊nformed how ads were ranked. Mid-roll ads, display ads that fully cover a screen, and ads that follow users around a screen were ranked as much more intrusive than any targeting method.

Additionally, 51% of viewers have taken some sort of action after seeing a pause ad, according to the Video Advertising Bureau. As the CTV space continues to grow, pause ads are likely to play an increasingly important role in the marketing. Expanding pause events.

Other platforms like LinkedIn are also making bets on vertical video to boost engagement and tap into the demand for video ad space. The uncertainty around TikTok鈥檚 ban also opens opportunities for competitors to pounce on its market. However, X鈥檚 user growth is moving in the wrong direction, set to decline 3.8% in the US this year to 51.8 million users.

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

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.

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.

Last year, LinkedIn introduced in-stream video ads, which play on mobile and desktop across publishers that are part of its Audience Network. Now LinkedIn is testing the Wire Program, which allows brands to promote in-stream video ads alongside trusted publisher content. LinkedIn Connected TV (CTV) and Thought Leader Ads support B2B video.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

Respondents reported investing in on-site channels like video ad brand pages, sponsored product ads, display, search, sponsored incentives, and tenancies and takeovers. Budgets are diversifying to include off-site ads. Respondents said they commit almost a quarter (23%) of their budgets to off-site targeting, including programmatic ad buying and connected TV (CTV) platforms.

Video ad spending will top $100 billion in 2024, reaching $111.6 billion. Why it matters: The digital advertising landscape shows strong momentum. Double-digit-percentage growth is expected to continue through 2026. Growth will moderate to 9.7% in 2027 and 9.2% in 2028 due to tougher comparatives. Display advertising continues to gain share over search, reaching 56.4% of digital spend in 2024.

Digital will help keep total media ad spending buoyant this year, just. A rebound is expected for 2024, with video advertising growing faster than any other format. Proportionally, though, video spend will remain relatively small in France and Germany.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

We expect US subscription OTT video ad spending to near $10 billion and account for 3.4% of all digital ad spending鈥攁nd 10.2% of total video ad spending鈥攂y the end of 2023.