The news: Adobe and Amazon are redefining how marketers produce video ads by launching new generative AI tools aimed at small and mid-sized businesses. Adobe Express for Ads, unveiled today, supports direct publishing to platforms like Google, Meta, and TikTok, while Amazon鈥檚 AI video tool can transform product pages into multiple ad variants. These tools cater to resource-limited advertisers seeking scale and performance.
Our take: The video ad market is maturing fast鈥攁nd AI is making it more accessible. As more marketers pilot GenAI tools, early adopters will gain an edge in personalization and efficiency, turning creative experimentation into reliable results.
Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.
The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of advertisers expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad鈥檚 2025 State of the Industry survey. Only 7% neither use and nor plan to use interactive video features in their ads.
Our take: In a saturated media market, getting and keeping consumers鈥� attention is a difficult endeavor. Integrating gamified features and personalized media elements can help ensure that marketing campaigns are seen and not just scrolled past.