U.S. Digital Video Spending Is on Track to Exceed US$80 Billion in 2026

What happened

IAB reports that connected TV, social video and other digital platforms continue to attract budgets from traditional formats.

What changes

Ad inventory, data, creative work and measurement need to be considered together rather than evaluating the format in isolation.

Why it matters

Connecting creative work and media spending to business outcomes is more useful than optimizing intermediate metrics alone.

Implications for businesses

A U.S. business can test a video format with a controlled budget, a defined business outcome and a comparison against its current campaigns.

Un Rino’s take

Creativity remains essential. Measurement should help explain what changed for the business, not simply produce more platform statistics.