Social video ad growth is outpacing CTV this year
Social video ad spending is projected to grow faster than Connected TV (CTV) ad spending this year. This trend is attributed to advertisers following users who increasingly consume video content on platforms such as Facebook, YouTube, TikTok, and Instagram, according to IAB estimates.
Key Takeaways
- IAB estimates point to faster growth in social video ad spending than in CTV this year.
- Advertisers are following users who are watching more video on Facebook, YouTube, TikTok, and Instagram.
- The article frames the trend as an ad-spending response to where video consumption is happening now.
Why It Matters
This points to near-term budget pressure on the CTV side of the ad market as more spend follows attention to social platforms. For the streaming ecosystem, it reinforces that video ad dollars are not just flowing into TV-like environments; they are also chasing user behavior across Facebook, YouTube, TikTok, and Instagram. The key thing to watch is whether IAB’s estimate shows up in actual spend data later this year, especially in comparisons between social video and CTV growth rates.
Read full article at digiday.com
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