Digital Video Advertising - Americas

Ad spending in the Digital Video Advertising market in the Americas is forecasted to reach US$95.06bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.69%, leading to an estimated market volume of US$148.30bn by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated the United States.
In the Digital Video Advertising market, 85% of total ad spending is expected to come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to be US$110.30 in 2024.
Connected TV ad spending in the Digital Video Advertising market is estimated to reach US$23.79bn in 2024.
Connected TV is poised to exhibit an annual growth rate (CAGR 2024-2030) of 10.55%, resulting in a projected market volume of US$43.42bn by 2030.
Ad spending on short-form videos in the Digital Video Advertising market is forecasted to reach US$42.85bn in 2024.
The ad spending on short-form videos is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 11.26%, leading to a projected market volume of US$81.29bn by 2030.
In the United States, the shift towards programmatic buying is driving growth in digital video advertising, optimizing targeting and efficiency.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Americas is witnessing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Americas are shifting towards consuming digital video content. With the increasing availability of high-speed internet and the widespread adoption of smartphones and other digital devices, consumers are now accessing video content on various platforms such as social media, streaming services, and websites. This shift in preferences has created a huge demand for digital video advertising as companies aim to reach their target audience through these channels. Trends in the market indicate that programmatic advertising is becoming increasingly popular in the Americas. Programmatic advertising allows advertisers to automate the buying and selling of ad space in real-time, enabling them to target specific audiences and optimize their ad campaigns. This trend is driven by the need for more efficient and effective advertising strategies, as well as the availability of advanced data analytics tools that enable advertisers to analyze consumer behavior and target their ads accordingly. Another trend in the market is the rise of mobile video advertising. With the increasing use of smartphones and tablets, consumers are spending more time watching videos on their mobile devices. Advertisers are capitalizing on this trend by creating mobile-friendly video ads that are specifically designed to be viewed on smaller screens. This trend is further fueled by the popularity of social media platforms, where users often engage with video content on their mobile devices. Local special circumstances also play a role in the development of the Digital Video Advertising market in the Americas. For example, in countries like Brazil and Mexico, where traditional media channels have limited reach in certain regions, digital video advertising provides a cost-effective and efficient way for companies to reach their target audience. Additionally, the Americas have a diverse population with different languages and cultures, which presents both challenges and opportunities for advertisers to create targeted and localized video ads. Underlying macroeconomic factors such as economic growth and technological advancements also contribute to the development of the Digital Video Advertising market in the Americas. As economies in the region continue to grow, companies are investing more in advertising to capitalize on the expanding consumer base. Furthermore, advancements in technology, such as faster internet speeds and improved video streaming capabilities, have made it easier for consumers to access and engage with digital video content, driving the demand for video advertising. In conclusion, the Digital Video Advertising market in the Americas is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As consumers increasingly consume digital video content and advertisers adopt programmatic and mobile video advertising strategies, the market is expected to continue its upward trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.