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EMARKETER

Ad Spending Forecast and Trends Q4 2024

Video Drives Growth Throughout the Ecosystem

Report by Yoram Wurmser  |  Dec 18, 2024
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Executive Summary
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Table of Contents
Executive Summary
Video ad spending continues to grow at a rapid pace
Video will power the continued rapid growth of social network advertising
One of largest sources of new video ad inventory and spending is CTV
Media Gallery
About This Report
Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.
Topics
Digital Ad Spending
Digital Video Ad Spending
US
Table of Contents
Executive Summary
Video ad spending continues to grow at a rapid pace
Video will power the continued rapid growth of social network advertising
One of largest sources of new video ad inventory and spending is CTV
Media Gallery

Video advertising will generate nearly two-thirds of display ad dollars in 2024; we expect the shift toward video advertising to continue unabated over the next four years. By 2028, more than 70% of display ad dollars, 40% of digital ad dollars, and 35% of total media ad spending will go to video ads. That growth will be instrumental in driving growth in connected TV (CTV), social, and retail media network (RMN) advertising.

Key Question: How big a role does video advertising play in the growth of digital advertising?

Video Will Drive More Than 86% of New Display Ad Spending Between 2024 and 2028 (billions in US display ad spending, video vs. nonvideo, 2024 & 2028)
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Key Stat: Video ad spending will account for 86.2% of new display dollars between 2024 and 2028.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Video ad spending continues to grow at a rapid pace
  1. Video will power the continued rapid growth of social network advertising
  2. One of largest sources of new video ad inventory and spending is CTV
  1. Media Gallery

Charts in This Report

Video Will Drive More Than 86% of New Display Ad Spending Between 2024 and 2028 (billions in US display ad spending, video vs. nonvideo, 2024 & 2028)US Video Ad Spending Will More Than Double Between 2023 and 2028 (billions in US video ad spending, % change, and % of total digital ad spending, 2022-2028)
Video Ad Spending Growth Consistently Outpaces Search and Other Display Ad Formats (% change in US display ad spending, by format, 2022-2028)Video Ads Will Capture Nearly As Much Ad Spending as Search by 2028 (% of US digital ad spending, by format, 2022-2028)
The Vast Majority of New Social Ad Spending Will Come From Video Ads (billions in US social network ad spending, video vs. nonvideo, 2016-2028)Most Top Social Networks Earn a Majority of Their Net Ad Revenues From Video Ads (video % of US social network ad revenues, by company, 2025)
The Leading Video Ad Publishers Will Increase Net Sales by Nearly $19 Billion Between 2024 and 2026 (billions in US Meta, TikTok, and YouTube video ad revenues, 2024 & 2026)CTV Ad Sales Will Reach a Milestone in 2028 When They Surpass Traditional TV Ad Sales (billions of US connected TV (CTV) vs. traditional TV ad spending, 2019-2028)
YouTube and Amazon Will Be the Only Media Brands to Capture Over 10% of CTV Ad Sales in 2026 (billions in US connected TV (CTV) net ad revenues and % of total, by brand, 2026)Retail Media CTV Ad Spend Will Grow About 3 Times Faster Than Retail Media Search in 2025 (% change in US retail media ad spending, by format/device, 2022-2028)

authors

Yoram Wurmser

Contributors

Ross Benes
Senior Analyst
Rahul Chadha
Director, Report Editing
Zach Goldner
Senior Forecasting Analyst
Chris Keating
Director, Research
Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Matt Torpey
Senior Chart Editor
Max Willens
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