Backed by proprietary data from Guideline and a survey of media decision-makers by Advertiser Perceptions, this report provides a clear picture of how connected TV (CTV), social video, and online video (OLV) are powering the future of advertising. It’s essential reading for brands, agencies, and platforms looking to stay ahead.
Key takeaways from the report:
- Digital video continues to be one of the fastest growing channels in all of media
- Digital video ad spend is maintaining strong momentum, pulling further ahead of linear TV
- Most categories will increase digital video ad spend by double-digits in 2025*
Each digital video channel is seeing double-digit growth, with CTV showing the strongest acceleration
CTV and social video are by far the top “must buys” for U.S. ad spenders in 2025.
*Note, due to ongoing economic uncertainty including tariffs, geopolitical conflict, and changing consumer sentiment, this year’s market is more dynamic than normal and subject to change.
Uncover the data, insights, and market shifts shaping the digital video landscape in 2025. Download Part One now and prepare for what’s next.
Part Two of the report will be released on July 14th during the 2025 IAB US Video Leadership Summit and will focus on strategies behind these growth rates.
If you’re an IAB New Zealand Member, you can download this resource here
For further information or to become an IAB New Zealand Member, please get in touch.
Research Partners:
