1、April 20252025 Digital Video Ad Spend&Strategy ReportPART ONE:U.S MARKET SIZE&GROWTH PROJECTIONSDIGITAL VIDEO 2025:AD MARKET SIZE&GROWTH PROJECTIONS03Preface04Key Insights05Digital Video Ad Market Size&Growth Projections12Recap14Appendix:Definitions&MethodologyContents2DIGITAL VIDEO 2025:AD MARKET S

2、IZE&GROWTH PROJECTIONSTwo key headlines:#1.Digital video is expected to capture nearly 60%of total TV/video ad spend in 2025 double its share vs.only 5 years ago.#2.CTV rebounded in 2024 with 16%YoY ad spend growth after lagging behind online and social video in 2023 at only 9%growth.For perspective

3、,social video did climb 21%in 2024 while online video rose 17%.CTV benefited from multiple tailwinds in 2024 which enabled it to drive more ad spend:The actor and writer strikes ended which enabled show production to continue,premiere live sports and events aired exclusively on streaming platforms,a

4、nd those same platforms stood up and scaled programmatic and self-serve activation tools,making it easier for brands of all sizes to invest their ad dollars more seamlessly.3Preface Now in its twelfth year,IABs Digital Video Ad Spend&Strategy Report provides a comprehensive lens into the trends with

5、in the U.S.TV/video market.As the media ecosystem grows more complex and consumer viewing habits shift,the report offers insights for buyers and sellers on how they can position themselves in this rapidly changing landscape.IAB partnered with Advertiser Perceptions and Guideline to uncover where U.S

6、.TV/video ad dollars are flowing and why.We leverage Guidelines proprietary billing data,other market estimates,and a custom survey of ad spend decision-makers.This report,the first of two in 2025,focuses on the ad spend market size and growth projections for digital video in the U.S.including CTV,s