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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.

But when advertisers buy video ads, they still adopt an old-school TV-like approach where scale is an important consideration. Reach and scale were listed as the most important criteria in video ad buying, according to a March 2024 marketer survey conducted by the Interactive Advertising Bureau, Advertiser Perceptions, and Guideline.

The scheme generated millions in ad revenues by disguising fake health, fitness, and utility apps that initially functioned properly but later stripped away all features, leaving only full-screen video ads that made devices nearly unusable.

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.

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

When it comes to video advertising, viewability used to be king. But as identifiers go away, advertisers are migrating to 鈥渁ttention鈥� metrics that better gauge meaningful interactions with advertisements. In fact, 36% of buy-side advertising decision-makers plan to focus more on attention metrics this year, according to November 2022 data from the Interactive Advertising Bureau.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

Programmatic advertising digital display ad spend will make up 90% of digital display ad spend in the US this year, and that share is growing, according to our forecast. Most of the $132.96 billion in spend will go to video, but non-video ads still make up a large portion. Here are five charts summarizing where programmatic ad spend is headed and the identity challenges it faces right now.

On today's episode, we discuss the significance of Nielsen getting its national accreditation back, whether this year will be the first true multicurrency upfront, and what advertisers should do today to prepare for a less-than-certain measurement future. "In Other News," we talk about whether longer video ads are actually the way to go on mobile and whether marketing has an image problem. Tune in to the discussion with our analyst Evelyn Mitchell.

Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube鈥檚 own best practices for Shorts ads from its ABCDs of effective video ads guide.

Retail media and connected TV (CTV) are like peanut butter and chocolate, Danielle DeLauro, executive vice president at the Video Advertising Bureau, said at Advertising Week New York last week. 鈥淭ogether, there鈥檚 nothing better.鈥�

On today's podcast episode, we discuss how much ad spending will grow this year, whether there are more reasons to be optimistic or pessimistic about consumer spending, and what today's most interesting ad spending trends are by media and company. "In Other News," we talk about a deal to bring video ads to Spotify鈥檚 app on Roku and how Amazon's second year of streaming Thursday Night Football is going. Tune in to the discussion with our analyst Paul Verna.

Prime Video mulls ads, but football paints a worrying sign: The streaming service is planning an ad-supported tier despite its video ad growing pains.

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.

Albertsons expanded its CTV inventory to include video ads across NBCUniversal channels and publishers. Now, advertisers can widen their reach and use Albertsons鈥� measurement tools鈥攊ncluding TransUnion鈥檚 marketing mix modeling (MMM) solution鈥攖o evaluate performance. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

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.

Video Advertising Bureau. VideoAmp. Warner Bros. Discovery.

Click here to view our forecast for US X video ad revenues. Some spending on X is being driven by fear. For some big brands, spending on X could be a cost of doing business. As Musk has been spending most of his time at the White House, big-name advertisers including Amazon and Apple have resumed spending.

Consumers are much more likely to complete video ads on CTV. Section 2: Challenges Facing Advertisers. Ad-supported tiers will play an increasingly important role for CTV providers. Most streaming subscribers aren鈥檛 on ad tiers鈥攂ut that鈥檚 changing. Ad buyers need help combatting campaign problems. It鈥檚 difficult for advertisers to make sense of the fragmented streaming landscape on their own.

Baby boomers are the most likely to desire informative video ads that feature real customers, while Gen Zers are fond of interactivity. Eighty-four percent of boomers say the top quality of a good brand video is that it is informative versus 56% of Gen Zers, according to Emplifi.

Still, with expanding video ad offerings and enduring strength in retail search, Amazon continues to command a central role in advertising budgets. Walmart isn鈥檛 immune to tariffs, but ad revenues surged thanks to Vizio. The retailer鈥檚 global ad revenues jumped 50% in Q1, suggesting significant demand for video integration within retail media.

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.

Ad spending is moving to CTV, and marketers want to compare performance on CTV with video ad campaigns on mobile web and mobile in-app delivery. Industry KPIs, Insider Intelligence鈥檚 new benchmarking tool, lets advertisers evaluate the performance of their video ad dollars.

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.