So, the opportunity to insert video advertising is becoming far easier, inasmuch that consumers are open to it being served to them. On social media, too, as previously mentioned, video is becoming an increasingly important channel for reaching consumers with relevant and engaging content.

The majority of premium OTT viewing is on CTV devices like Roku or smart TVs that connect directly to the internet.

Digital and mobile video viewership, adoption of subscription over-the-top (OTT) services and video ad spending are on the rise throughout the world as audiences, programmers and advertisers continue to shift focus from traditional to digital platforms.

YouTube has been the OG for video creators for years, but now the social properties are making bigger inroads into this popular content format. That’s bringing new ways for marketers to work with creators on Facebook, Snapchat, TikTok and more.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

The influencer marketing industry is changing, and the pandemic is propelling many of the major shifts in the market.

Instagram Stories video ads debuted in Canada in 2017, contributing to an apparent tipping point for outstream video. Video advertising is even more prevalent on mobile devices because of the heavy mobile consumption of social media. Video will account for 30.2% of total mobile advertising in 2020.

Digital’s No. 1 video ad seller, YouTube, will grow faster than the overall video ad market. We forecast a 16.8% increase in YouTube’s net US digital ad revenues for 2020 (including all advertising on YouTube, not just video advertising, though video is the primary contributor to YouTube’s revenues).

YouTube is the single biggest source of supply in US CTV advertising. The digital video platform’s outsize role in the US CTV space is particularly striking given that advertisers can’t access CTV inventory on YouTube on non-Google platforms (e.g., Roku).

A similar counterintuitive outcome will bedevil digital video advertising this year. We forecast that video ad spending in China will grow by only 1.5% in 2020, a huge decline from the standout figures of recent years (37.6% in 2017, 36.2% in 2018, and 22.7% in 2019). This decline will occur despite a substantial increase in time spent with online video during the lockdown.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss what an advertising rebound will actually look like next year. They then talk about how to reach ad-free streamers, new podcast measurement guidelines, and whether WarnerMedia just killed the movies.