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State of the Screens

More Advertisers Using Video In Digital Campaigns

By May 7, 2018No Comments

59% of digital ad spend is now going to video.

% of digital ad spend going to video:
1) 2016–53%
2) 2017–55%
3) 2018–59%

How big is the market? The U.S. video ad market is estimated at $88B for 2018.

Video ad spend by year (digital %):
1) 2018 — $87.7B (20%)
2) 2019 — $90.4B (23%)
3) 2020 — $93.8B (26%)
4) 2021 — $95.8B (28%)
5) 2022 — $97.7B (30%)

Cross screen buys are coming here: 73% of agencies/brands in the survey are currently buying digital video and linear television ads inside a single team.

40% of ad budgets are going to cross screen video buys.

More #1: Who’s Watching Digital Video? A Diverse, Expanding Audience, IAB Says

More #2: Infographic: How the NewFronts Influence the Way Advertisers Approach Digital Video

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.