The pendulum is swinging back to the feed, signaling that the crown of digital video dominance is going to social media. Brand spending on social video is set to outpace media investments on connected TV (CTV) ad inventory, according to the Interactive Advertising Bureau (IAB).
While CTV spending is projected to grow year-over-year to 11% in 2026, spending on social video — which includes video on apps like Instagram, YouTube and Reddit — is set to rise faster for the first time, at 13%. Based on a survey of 360 U.S. marketers who spent at least $1 million on advertising last year, the IAB estimated that total digital video spending for the U.S. would reach $80 billion this year.
Media buyers say they’re seeing the phenomenon play out among their own clients. Katya Constantine, CEO of performance marketing agency DigiShopGirl Media, said social video commands more than 50% of client ad spend. Fashion and supplement brands are transferring more linear ad budgets into digital platforms like YouTube and Meta, per Constantine.
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