Digital video is not just growing—it's dominating. According to the newly released 2025 IAB Digital Video Ad Spend & Strategy Report, digital video is set to capture nearly 60% of all U.S. TV/video ad spend in 2025, a staggering leap from just 29% in 2020. Driven by shifts in consumer behavior, platform innovations, and advertiser confidence, this evolution signals a new era of scalable, measurable, and highly targeted video advertising.
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 . . .
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