Digital Video Advertising - Worldwide

Ad spending in the Digital Video Advertising market worldwide is projected to reach US$191.40bn in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2030) of 6.60%, resulting in a projected market volume of US$280.80bn by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated the United States worldwide.
In the Digital Video Advertising market, 84% of total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to amount to US$33.59 in 2024 worldwide.
Connected TV ad spending in the Digital Video Advertising market is projected to reach US$34.37bn in 2024.
Connected TV is expected to show an annual growth rate (CAGR 2024-2030) of 9.40%, resulting in a projected market volume of US$58.93bn by 2030.
The Ad spending on short-form videos in the Digital Video Advertising market is projected to reach US$99.43bn in 2024.
The Ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.26%, resulting in a projected market volume of US$169.20bn by 2030.
In the rapidly growing digital video advertising market worldwide, data-driven targeting is revolutionizing ad delivery and improving ROI for advertisers.

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 has been experiencing significant growth in recent years. Customer preferences for video content and the increasing popularity of online platforms have contributed to this trend. Worldwide, consumers are increasingly turning to digital video platforms for entertainment and information, creating a lucrative market for advertisers.

Customer preferences: Customers are increasingly favoring video content over other forms of media. The rise of video streaming platforms, such as YouTube and Netflix, has made it easier for consumers to access a wide variety of video content. This shift in preferences has led advertisers to allocate more of their budgets towards digital video advertising, in order to reach their target audience effectively.

Trends in the market: One of the key trends in the Digital Video Advertising market is the increasing use of programmatic advertising. Programmatic advertising involves the use of automated technology to buy and sell ad space in real-time. This allows advertisers to target their ads more precisely, based on factors such as demographics and browsing behavior. Programmatic advertising has gained traction in Worldwide, as advertisers seek to optimize their ad spend and improve the efficiency of their campaigns. Another trend in the market is the growing popularity of mobile video advertising. With the widespread adoption of smartphones and the increasing availability of high-speed internet, consumers are increasingly consuming video content on their mobile devices. Advertisers have recognized this trend and are investing in mobile video advertising to reach consumers on-the-go. Mobile video ads are typically shorter and more engaging, catering to the preferences of mobile users.

Local special circumstances: In Worldwide, the Digital Video Advertising market is particularly influenced by the presence of large tech companies. Companies like Google and Facebook dominate the digital advertising landscape, and their platforms offer extensive reach and targeting capabilities. Advertisers in Worldwide often rely on these platforms to reach their target audience effectively.

Underlying macroeconomic factors: The growth of the Digital Video Advertising market is also driven by macroeconomic factors. Worldwide has witnessed a steady increase in internet penetration and smartphone adoption, creating a larger audience for digital video content. Additionally, the rise of e-commerce and online shopping has led to increased competition among brands, driving the need for effective digital advertising strategies. In conclusion, the Digital Video Advertising market in Worldwide is experiencing significant growth due to customer preferences for video content, the rise of programmatic advertising, and the popularity of mobile video advertising. The presence of large tech companies and underlying macroeconomic factors also contribute to the growth of the market. As digital video consumption continues to rise, advertisers will need to adapt their strategies to effectively reach their target audience in this dynamic market.

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.