Video advertising and marketing worldwide - statistics & facts
Whether it is a six-second bumper ad or a multi-minute compilation, video marketing has become one of the most popular and effective ways of capturing the attention of audiences across the globe. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2022, online video ad spending amounted to almost 75 billion U.S. dollars, thereby accounting for almost 30 percent of total display ad spend worldwide. 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.
Marketers: Seizing the value of video
Pre-produced video is the leading digital consumer engagement tactic worldwide, with roughly 81 percent of surveyed marketing experts posting such videos as part of their marketing strategies. Data shows that approximately 50 percent of global businesses added videos to their e-mail promotion, while the same share included some form of video on their companies’ landing page. This implementation of videos can function as an eyecatcher for consumers and ultimately impact purchasing decisions. In an increasingly mobile-first world, videos on small handheld screens are more engaging and easier to consume than written text. As brands must compete with live streams, AR, and other video formats that consumers are flooded with, video content marketing is unlikely to dwindle anytime soon. The most used video types in global marketing communication were live videos and brand videos, while short-form videos were valued by marketers as the format with the highest return on investment (ROI) in 2022. When it came to leading global video platforms, YouTube took the cake, with nine out of 10 marketers saying they used it for marketing purposes. Marketers also deemed the Google-owned platform to be the most effective video marketing channel.
Social video: Reaching for the moon
Regarding social video, marketers can choose from an ever-expanding catalog of digital video platforms. YouTube stands among the most valuable media and entertainment brands worldwide, offering brands global exposure and the chance to turn large numbers of viewers into paying customers. Similarly, Instagram and TikTok have also become fertile video marketing grounds. Not only can companies of all sizes upload videos onto these immensely popular channels and engage with millions of internet users, but they can also embrace user-generated video content and leverage the massive audience reach of social media stars. Influencer marketing is as profitable as ever, and while photos with product placements used to be the blueprint, videos are drawing the attention of users much more effectively, as the global TikTok sensation has shown. TikTok’s global ad spending has been making leaps every year and is showing no signs of slowing down; the Chinese giant is expected to account for almost 40 percent of the total global video advertising revenue by 2027.
CTV: Captivating viewers and advertisers alike
CTV advertising spending worldwide is expected to almost double between 2022 and 2027, as more and more viewers ditch linear TV in favor of devices connected to the internet. CTV provides several benefits for both advertisers and consumers, including enhanced visibility and engagement, improved targeting capabilities, and a more streamlined ad creation process. Viewers also found CTV ads to be more relevant than those on linear TV. Marketers worldwide cited higher-quality targeting data and more efficient purchasing and planning processes as the two main factors that would encourage them to increase their CTV ad spending. Given CTV’s rising appeal both in advertising and entertainment, it comes as no surprise that eight out of 10 marketing professionals were expecting to increase their spending with CTV ads in 2022.
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