Key stat: 59% of US consumers want details on costs and promotions from a commerce video ad, according to July 2024 data from the Interactive Advertising Bureau (IAB) in partnership with Alter Agents. Nearly as many (58%) want clear product demos and details.

Beyond the chart:

• The IAB defines commerce video ads as those that use a clear call to action (like “learn more,” and “shop now”) to prompt specific actions, particularly purchases.
• We forecast video ad spend will grow 20.8% this year, reaching $108.15 billion, over a third (35.7%) of total digital ad spend.

Use this chart: Marketers and retailers can use this chart to refine their video ad strategies, highlighting the importance of including product information, cost, and use cases.

Related EMARKETER reports:

• Digital Video Forecast and Trends Q2 2024 (Subscription required)
• Consumer Approaches Toward Social Commerce (Subscription required)