Video advertising and marketing worldwide - statistics & facts

Marketer usage: seizing the value of video

According to the findings of a recent survey, pre-produced video was the leading digital consumer engagement tactic worldwide in mid-2021, with roughly 81 percent of surveyed marketing experts posting such videos as part of their marketing strategies. Data shows that approximately 50 percent of global businesses add videos to their e-mail promotion, while the same share includes some form of video on their companies’ landing page. This implementation of videos can function as an eyecatcher for consumers and ultimately impact purchasing decisions. In an increasingly mobile-first world, videos on small handheld screens are more engaging and easier to consume than written text. As brands must compete with live streams, AR, and other video formats that consumers are flooded with, video content marketing is unlikely to dwindle anytime soon.

Market leaders

Companies can choose from an ever-expanding catalog of digital video platforms. One channel that has become synonymous with free online videos is YouTube. The Google-owned platform stands among the most valuable media & entertainment brands worldwide, and with more than 1.86 billion subscribers, the site can offer great global brand exposure and turn large numbers of viewers into paying customers. Other social media networks that have become fertile video marketing grounds are Instagram and TikTok. Not only can companies of all sizes upload videos onto these immensely popular channels and engage with millions of internet users, but they can also embrace user-generated video content and leverage the massive audience reach of social media stars. Influencer marketing is as profitable as ever, and while photos with product placements used to be the blueprint, videos are drawing the attention of users much more effectively, as the global TikTok sensation has shown.

Video advertising spending shows no signs of slowing down

While companies can post videos at practically no costs on social media platforms, their own websites, or other digital channels, they can also invest large sums to create the most memorable video ad campaigns. In 2020, online video ad spend amounted to 49.8 billion U.S. dollars and thereby accounted for almost 30 percent of total display ad spend worldwide. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and Japan. Looking at the channels towards which industry professionals allocated their video ad budgets, CTV stood out as the fastest-growing platform in 2020.

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