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1、2025 Digital Video Ad Spend&Strategy ReportFULL REPORT:July 2025(Incl.Part 1 published April 2025)DIGITAL VIDEO 2025:AD SPEND&STRATEGIES03Preface04Key Insights05Ad Spend:Digital Video13Programmatic Activation:CTV19Business Outcomes:Digital Video25The Future of Digital Video:AI-Driven Creative30Recap

2、&Recommendations36AppendixContents2DIGITAL VIDEO 2025:AD SPEND&STRATEGIESNow revealed is how the digital video ad ecosystem is evolving rapidly.GenAI has become essential for ad creation,while CTV is shifting toward programmatic activation driving increased demand for biddable inventory.And now when

3、 buying live content on CTV,advertisers demand more advanced capabilities and options from streaming platforms compared to linear TV.Building on last years findings around bottom-funnel,business outcomes,we explored further how these outcomes are defined and measured,and identified the data inputs b

4、uyers need from their sell-side partners to enable effective measurement.We reveal that although content quality is the top criteria for buyers in determining where to spend TV/digital video dollars,failure to deliver outcomes is the#1 reason they reduce or remove spend with a streaming partner.3Pre

5、face IABs Digital Video Ad Spend&Strategy Report,now in its twelfth year,provides a lens into the U.S.TV/video market and offers guidance for buyers and sellers on how to position and differentiate their strategies based on the market opportunity.IAB partnered with Advertiser Perceptions and Guideli

6、ne to uncover where U.S.TV/video ad dollars are moving and why.We leverage Guidelines proprietary billing data,other market estimates,and a custom survey of ad spend decision-makers.This“full report”rounds out part 1(published in April)which reported that digital video in the U.S.is expected to capt