Digital video ad spending is expected to be more than $62 billion this year, with a 16% increase over last year. By 2024, digital video is predicted to surpass linear TV, getting 52% of the video ad dollars.
Measurement issues persist, especially in online video and CTV. Inconsistent measurement frameworks make it challenging for buyers to understand placement, viewability, and guarantees.
Buyers are turning to measurement tools less reliant on data signals due to privacy concerns. AI, data-driven optimization, MTA, and MMM are being used to understand performance based on modeled data.
Nine out of ten advertisers are using alternative audience measurement approaches. Over 75% of buyers want more transparency and performance-based solutions from sellers.
#digital-video-ad-spending #measurement-issues #privacy-concerns #alternative-audience-measurement #transparency-in-advertising
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