Key stat: News and media topped all verticals with a $7.93 video ad CPM in Q4 2025, the priciest audience to reach via video, according to an April report from BIScience.

Beyond the chart:

• Advertiser demand keeps video inventory competitive across every category. US digital video ad spend will grow 11% to $81.9 billion in 2026 and now accounts for 61% of all TV and video ad spending, according to the Interactive Advertising Bureau.
• Meanwhile, the premium on news reflects how much advertisers value trusted, brand-safe environments. As publishers like The New York Times open vertical video ad placements inside their apps, they are pitching marketers premium inventory that mirrors social video engagement while running alongside credible journalism, the kind of context that commands a higher rate.

Use this chart: Drop this into media-planning and upfront conversations to benchmark video CPM expectations by vertical. Show it to clients debating where to place video dollars, and use it to set realistic rate expectations when your category lands at the pricier or cheaper end of the pack.

Related EMARKETER reports:

• Digital Video Forecast and Trends Q2 2026 (EMARKETER subscription required)
• Ad Spending Benchmarks: Q2 2026 (EMARKETER subscription required)

Methodology: BIScience’s data is derived from an innovative hybrid model powered by AI-driven algorithms that statistically sample the online digital ecosystem. It was collected and analyzed from January 1, 2025 to December 31, 2025. This approach combines insights from both human and virtual panels to create a robust market survey methodology. The analysis focuses on ad costs, impressions, and CPM. BIScience’s digital ecosystem includes various ad-selling platforms, such as TikTok, Facebook, Instagram, YouTube, and others. The reported metrics are aggregated by country and industry, based on performance data collected from social media, display, mobile, and video advertising channels.