While advertising budgets are declining in 2022, there’s one area that continues to skyrocket in popularity – online video advertising. I believe there are several reasons why this is happening:
- Bandwidth – the expansion and support of high speed internet across both desktops and mobile (cellular).
- Adoption – virtually every platform has adopted both short and long video formats as part of their offering.. from video-on-demand, to hosted video platforms, to every social media channel.
- Production – what used to require expensive cameras, lighting, and editing equipment can now be accomplished with a mobile device and inexpensive apps.
Video Ad Market Statistics
This infographic from AdPlayer.pro details a ton of statistics in the online video market and advertising opportunities:
- Video ad impressions on mobile web increased 104% year-over-year.
- Video ad spending will increase to $121.3 million by 2025 with 46% of the growth in the United States.
- Average mobile-based video watching is up from 49 minutes in 2020 and expected to increase to 55 minutes to 2023.
- Video ad fraud is continuing to increase from 1.1% to 1.7% with post-ad violations down 30% to 1.4%.
A major advancement in the online video ad market is connected television (CTV) with ad-supported video-on-demand (AVOD) services. While streaming video services on social media and video hosting platforms is in the millions, the opportunity with platforms with video subscriptions opens the market up to virtually every household in the country. There are some standards and interoperability challenges to unify this market, but this is underway.
Online Video Advertising Emerging Market
The infographic also touches on Metaverse Advertising. Powered by virtual reality (VR) and augmented reality (AR) , there’s been massive investment by key technology players to expand adoption and monetization of the metaverse. With 5G adoption growing, capabilities will extend to mobile devices and move well beyond simply display ads. There’s an opportunity to utilize natural language processing (NLP) and artificial intelligence (AI) to interconnect user conversation and behavior with potential, real-time advertising for shopping, product launches, events, entertainment, and more.
Here’s the full infographic from AdPlayer.pro: