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1、Marketers on Budget Shifts,MeasurementPriorities,&AI ChallengesTable of Contents2026 VIDEO AD SPEND&STRATEGY REPORTMarket Research ResultsBudget&Planning StrategyEconomic Caution Shifts Marketing Budgets Toward Stagnation and CutsBig Shifts to Streaming and SocialMore Marketers See Upfront Budgets R

2、emaining The SameSocial Platforms Rise as the Most Popular Ad-Buy MethodAbout iSpotAppendix03Outcomes&Measurement PrioritiesTop Challenges Marketers Are FacingStreaming Partners Lack Contextual Performance DataCompetitive Intelligence Remains Crucial for TV Ad MeasurementOutcomes Measurement Poses t

3、he Biggest Hurdle0405060708091011121314Social Video/TV Combo Is Becoming the Norm for MarketersOutcomes Emerges as the Most Critical Factor5 Biggest Takeaways2Independent Measurement Is Key for Media Buying15161718AI Strategies&Media TrendsCreative Quality Shapes Campaign OutcomesAdvanced Audiences

4、Lead Emerging Ad Capability Plans,With AI Close BehindNearly 80%of Marketers Are Using AI in Video Ad WorkflowsMarketers Want AI They Can Trust192021Before the TV industrys annual NewFronts and Upfronts,iSpot surveyed the industrys biggestspendersmany of whom leverage iSpot solutionsto explore how a

5、dvertising strategies areevolving in an era of AI and fragmentation.Their insights offer a window into how top brands andagencies are navigating an increasingly scattered marketplace to reach the right audiences andprove the value of ad investments.A few things stood out.While overall marketing spen

6、d forecasts remain cautiously optimistic amideconomic shifts,streaming and social video are pulling more investment.Social platformsYouTube includedhave jumped to the No.1 ad-buying destination for video,leapfrogging DSPsand publisher-direct.The bigger story,though,is about accountability.Nearly hal