Looking at individual markets and global trends, the United States stands out as the biggest investor in digital video advertising. In 2018, over ten billion U.S. dollars were spent on mobile or desktop video ads, and according to a recent survey, U.S. marketers and agencies allocated roughly two-thirds of their digital budgets to these products. While video ad spend increased across practically all market sectors in the United States in recent years, it is the retail and fashion industries that saw the highest amount of spending in 2019.
To successfully connect with consumers, advertisers are progressively directing their attention towards mobile video advertising. As internet users worldwide are gradually switching to mobile devices to browse the web and mobile e-commerce continues to thrive, brands are starting to embrace a mobile-first attitude when it comes to the placement of their video ads. Two of the most popular platforms for digital video advertising in the United States are Facebook and YouTube. Thanks to their massive user bases, the two tech giants accounted for a combined share of 60 percent of U.S. video ad expenditure in 2017.
But how do consumers feel about the seeming overstimulation of video ads? In a 2018 online survey, over 50 percent of U.S. respondents stated a dislike for advertising in online video clips. As many people feel that video ads take away from the viewing experience, advertisers will have to tailor video content even more rigorously in the future to not only stand out in the plethora of choice but also enhance their customer value.