Digital Video Advertising - NAFTA

NAFTA is expected to reach a projected ad spending of US$91.12bn in the Digital Video Advertising market by 2024.
The market is projected to grow annually at a rate of 7.77% (CAGR 2024-2030), reaching a market volume of US$142.80bn by 2030.
With a projected market volume of US$85.39bn in 2024, the United States will generate the most revenue in this market.
In 2030, 85% of the total ad spending in the Digital Video Advertising market will come from mobile.
The average ad spending per internet user in this market is projected to be US$194.90 in 2024.
The ad spending on Connected TV is forecasted to reach US$23.35bn in 2024, with a growth rate (CAGR 2024-2030) of 10.66%, resulting in a market volume of US$42.88bn by 2030.
Ad spending on short-form videos is expected to amount to US$41.15bn in 2024, with an annual growth rate (CAGR 2024-2030) of 11.33%, leading to a projected market volume of US$78.37bn by 2030.
In the NAFTA region, the growing trend of programmatic buying is revolutionizing the digital video advertising landscape with targeted and efficient ad placements.

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 NAFTA has been experiencing significant growth in recent years. Customer preferences for online video content and the increasing popularity of streaming platforms have contributed to this trend. Additionally, the rise of mobile devices and improved internet connectivity have made video advertising more accessible to consumers. Customer preferences in the Digital Video Advertising market in NAFTA have shifted towards online video content. With the proliferation of streaming platforms such as Netflix and Hulu, consumers are increasingly turning to digital platforms for their entertainment needs. This has created a demand for digital video advertising, as advertisers seek to reach these engaged audiences. Furthermore, consumers are spending more time on their mobile devices, providing an opportunity for advertisers to target them with video ads. Trends in the Digital Video Advertising market in NAFTA include the rise of programmatic advertising. Programmatic advertising uses algorithms to automate the buying and selling of ad space, allowing for more targeted and efficient ad placements. This trend has gained traction in the market as advertisers look for ways to optimize their ad spend and reach the right audience. Additionally, there has been a shift towards shorter video ads, as consumers have shorter attention spans and prefer more concise content. Local special circumstances in the Digital Video Advertising market in NAFTA include the diverse cultural and linguistic landscape of the region. Advertisers need to tailor their video ads to different languages and cultural preferences to effectively reach their target audience. This requires a deep understanding of the local market and the ability to create relevant and engaging content. Furthermore, the regulatory environment for digital video advertising varies across the NAFTA countries, with different rules and guidelines governing the industry. Underlying macroeconomic factors driving the growth of the Digital Video Advertising market in NAFTA include the strong economic performance of the region. The NAFTA countries have a large and affluent consumer base, which provides a lucrative market for advertisers. Additionally, the high internet penetration rates in the region have created a favorable environment for digital video advertising. The increasing availability of high-speed internet and the widespread adoption of mobile devices have made it easier for consumers to access online video content, driving the demand for video ads. In conclusion, the Digital Video Advertising market in NAFTA is experiencing growth due to customer preferences for online video content, the rise of programmatic advertising, and the favorable macroeconomic factors in the region. Advertisers need to adapt to the local special circumstances and create tailored video ads to effectively reach their target audience.

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.