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Ad Spending Forecast and Trends Q4 2024
Video Drives Growth Throughout the Ecosystem
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?
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Key Stat: Video ad spending will account for 86.2% of new display dollars between 2024 and 2028.
authors
Yoram Wurmser
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- Ross Benes
- Senior Analyst
- Rahul Chadha
- Director, Report Editing
- Zach Goldner
- Senior Forecasting Analyst
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- 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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