Gitnux/Report 2026

Video Advertising Statistics

In 2023, viewable video impressions hit 75% and average view time landed at 2.1 seconds, while YouTube’s 6 second bumpers reached a 25% view through rate and outperformed longer formats. If you want to forecast what will matter in 2025 and beyond, this page ties attention and engagement to conversion outcomes, from shoppable video’s 12% conversion rate to CTV’s projected US spend of $40B by 2025.
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Video Advertising Statistics
Marcus EngströmWritten by Marcus Engström·Edited by Helena Kowalczyk·Fact-checked by Peter Sandoval
Last verified Jul 9, 2026
Verified via a 4-step process
01Source

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02Verify

Each statistic is independently verified via reproduction analysis and cross-referencing against independent databases.

03Grade

Figures are graded by cross-model consensus. Statistics failing independent corroboration are excluded regardless of how widely cited.

04Cite

Every figure carries a primary source. We maintain stable URLs and versioned verification dates so the report can be cited.

Read our full methodology →

Statistics that fail independent corroboration are excluded.

Next review Jan 2027
In 2023, 75% of video ad impressions were viewable, up from 70% the year before, while average view time landed at just 2.1 seconds. That kind of short attention window is where performance gets sharply different across formats, from 18% CTR for pre-roll on news sites to 1.2% CTR for outstream ads on display networks. Let’s connect the dots between viewability, engagement, and conversion so you can see what actually holds up.

Key Takeaways

  • Pre-roll video ads on news sites have 18% CTR, 5x higher than mid-roll at 3.6%
  • 6-second bumper ads on YouTube yield 25% view-through rate, outperforming 15-second by 15%
  • Outstream video ads on display networks achieve 1.2% CTR, 4x static banners at 0.3%
  • 75% of video ad impressions were viewable in 2023, up from 70% in 2022, with 2.1 second avg view time
  • 84% of consumers recall brands after watching a video ad on social media, compared to 62% for static images
  • Average engagement rate for video ads on Instagram Reels was 1.8%, 3x higher than feed posts at 0.6%
  • AI-generated video ads cut production costs 60% while maintaining 95% ROI parity
  • 92% of marketers plan to increase video ad spend in 2024 by avg 25%
  • Short-form video (under 15s) will account for 60% of all video ad volume by 2025
  • Global video advertising spend reached $187.5 billion in 2023, representing 55% of total digital ad spend and growing 12.5% year-over-year
  • Video ad revenue in the US alone hit $42.5 billion in 2022, with a projected CAGR of 13.2% through 2027
  • CTV advertising spend worldwide is expected to exceed $30 billion by 2024, up from $21.3 billion in 2022 at a 18% CAGR
  • Brand lift from video ads averages 14% awareness increase, 9% consideration
  • Video ads deliver $5.21 earned media value per $1 spent on average across industries
  • E-commerce brands see 3.2x ROAS from video ads vs display, with 22% conversion lift

Video advertising is delivering stronger engagement and ROI, with short form and CTV driving rapid growth through 2025.

Related reading

01 · Category

Ad Formats & Performance19 stats

01
Pre-roll video ads on news sites have 18% CTR, 5x higher than mid-roll at 3.6%
02
6-second bumper ads on YouTube yield 25% view-through rate, outperforming 15-second by 15%
03
Outstream video ads on display networks achieve 1.2% CTR, 4x static banners at 0.3%
04
Shoppable video ads convert at 12% rate, compared to 2.5% for non-shoppable video
05
Vertical video ads on TikTok have 9.5% engagement rate, 2.8x horizontal on Instagram
06
Masthead video ads on YouTube generate 2.5x more conversions than standard in-stream
07
Pause ads on CTV platforms see 35% interaction rate during natural viewing breaks
08
360-degree video ads boost immersion, with 40% higher brand lift scores
09
Sponsored video content on Twitch averages 1.8 interactions per viewer, 3x pre-roll
10
Non-skippable video ads have 72% completion but 15% negative sentiment vs skippable 5%
11
Carousel video ads on LinkedIn achieve 0.45% CTR, highest for B2B at 2x single video
12
Mid-roll video ads in long-form content retain 68% viewers past 30 seconds
13
Overlay video ads on mobile games yield 8% CTR, outperforming interstitials by 2.5x
14
TrueView for action ads on YouTube convert 1.5x better than discovery ads
15
Picture-in-picture video ads maintain 82% viewability during multitasking
16
Sequential video ad campaigns lift purchase intent by 23% over single exposures
17
H.265 encoded video ads load 25% faster, boosting completion rates to 78%
18
Dynamic creative optimization in video ads improves ROAS by 18%
19
Post-roll video ads have lowest skip rate at 12%, ideal for messaging completion
Interpretation

Ad Formats & Performance Interpretation

Across ad formats, performance is consistently strongest when brands use the most engaging placement and creative length, with examples like YouTube bumper ads hitting a 25% view through rate versus 15 second formats, and shoppable video ads converting at 12% versus 2.5% for non shoppable, reinforcing that ad format choices are a major driver of results in the Ad Formats and Performance category.

02 · Category

Consumer Engagement19 stats

01
75% of video ad impressions were viewable in 2023, up from 70% in 2022, with 2.1 second avg view time
02
84% of consumers recall brands after watching a video ad on social media, compared to 62% for static images
03
Average engagement rate for video ads on Instagram Reels was 1.8%, 3x higher than feed posts at 0.6%
04
91% of B2B buyers watch explainer videos during purchase journey, boosting engagement by 40%
05
Mobile video ads achieve 2.5x higher completion rates (65%) vs desktop (26%) among 18-34 demo
06
73% of viewers share video ads that evoke emotion, leading to 12x more shares than non-emotional
07
CTV video ads see 94% completion rate for 15-second spots, vs 70% for 30-second on mobile
08
Personalized video ads increase viewer time spent by 32%, averaging 28 seconds per view
09
62% of Gen Z skip non-skippable video ads within 5 seconds, but 45% watch skippable to end
10
Interactive video ads boost click-through by 47%, with 3.2x dwell time vs standard video
11
88% of consumers have been convinced to buy after viewing a brand's video ad online
12
YouTube video ads average 22% lift in ad recall, highest among platforms at 1.4x industry avg
13
56% of viewers engage more with vertical video ads on mobile, 2x horizontal formats
14
User-generated video ads see 28% higher engagement rates than professionally produced ones
15
71% of consumers prefer video ads under 15 seconds, with 81% completion rate vs 55% for longer
16
Live streaming video ads achieve 4x higher real-time engagement, averaging 15 interactions per 1000 views
17
65% of women report higher brand affinity after video ads vs 52% men
18
AR-enhanced video ads increase engagement time by 55%, to 42 seconds average
19
77% of millennials watch video ads with sound on mobile, driving 3x better recall
Interpretation

Consumer Engagement Interpretation

For the Consumer Engagement category, video ads are clearly outperforming static, with viewability rising to 75% in 2023 and emotional videos driving 12 times more shares, alongside higher brand recall on social media at 84% versus 62%.

More related reading

04 · Category

Market Size & Growth20 stats

01
Global video advertising spend reached $187.5 billion in 2023, representing 55% of total digital ad spend and growing 12.5% year-over-year
02
Video ad revenue in the US alone hit $42.5 billion in 2022, with a projected CAGR of 13.2% through 2027
03
CTV advertising spend worldwide is expected to exceed $30 billion by 2024, up from $21.3 billion in 2022 at a 18% CAGR
04
Mobile video ad spend grew to $112 billion globally in 2023, accounting for 60% of mobile ad revenue
05
Social video ad spend on platforms like YouTube and TikTok reached $65 billion in 2023, a 22% increase from 2022
06
Programmatic video ad buying accounted for 82% of total video ad spend in 2023, totaling $153 billion globally
07
In-stream video ads generated $98.4 billion in 2022, projected to hit $150 billion by 2026
08
APAC region video ad market size was $72 billion in 2023, growing at 15.4% CAGR to 2028
09
Over-the-top (OTT) video ad revenue in Europe reached €15.2 billion in 2023, up 20% YoY
10
Short-form video ad spend on TikTok and Reels hit $18.5 billion in 2023, with 35% growth
11
Latin America video ad spend grew to $8.7 billion in 2023, at 17% CAGR from 2020-2023
12
Retail media video ad networks contributed $12 billion to video spend in 2023, up 28%
13
Audio-video hybrid ads (shoppable video) spend reached $4.2 billion globally in 2023
14
MEA region video ad market was $3.8 billion in 2023, projected 19% CAGR to 2027
15
US digital video ad spend surpassed traditional TV at $72 billion vs $65 billion in 2023
16
Gaming video ad spend within in-game ads hit $5.6 billion in 2023, growing 25% YoY
17
68% of US marketers increased video ad budgets in 2023 by average 22%
18
Global video ad market projected to reach $412 billion by 2028 at 11.5% CAGR
19
B2B video ad spend grew 16% to $11.3 billion in 2023
20
Influencer video ad collaborations spend was $21.1 billion in 2023 globally
Interpretation

Market Size & Growth Interpretation

Global video advertising is scaling fast, with $187.5 billion in 2023 and 55% of all digital ad spend, and programmatic buying driving most of that growth at $153 billion or 82% of the total.

05 · Category

Roi & Conversion20 stats

01
Brand lift from video ads averages 14% awareness increase, 9% consideration
02
Video ads deliver $5.21earned media value per $1 spent on average across industries
03
E-commerce brands see 3.2x ROAS from video ads vs display, with 22% conversion lift
04
CTV video campaigns yield 28% higher ROI than linear TV at $2.80 revenue per dollar
05
Retargeting video ads boost conversion rates by 150%, averaging 4.1% vs 1.7% cold
06
B2B video ads generate 66% more qualified leads at 20% lower CPA than static
07
YouTube upper funnel video ads achieve 2.9x ROAS for awareness campaigns
08
Personalized dynamic video ads improve conversion by 73%, CPA down 49%
09
Social commerce video ads on TikTok deliver $8ROAS, highest platform average
10
15-second video ads have 1.8x higher conversion than 30-second at same CPM
11
Cross-device video campaigns lift sales 35%, with 12% attribution to mobile views
12
Influencer video endorsements yield 11x ROI vs paid media average of 2.8x
13
Programmatic video DSPs reduce CPA by 27% through real-time bidding optimization
14
Shoppable video pins on Pinterest convert at 3x rate of standard promoted videos
15
Awareness video ads on Facebook lower CAC by 18% for subsequent conversion stages
16
OTT video ads generate $4.50incremental revenue per viewer exposure
17
A/B tested video creatives boost performance 22%, avg ROAS from 2.1x to 2.6x
18
Lower funnel video ads like testimonials achieve 5.2x ROAS in e-commerce
19
Viewability-optimized video campaigns improve ROI by 16%
20
Multi-format video strategies (short + long) yield 28% higher overall ROI
Interpretation

Roi & Conversion Interpretation

For the Roi & Conversion category, video advertising is consistently outperforming other formats, with e-commerce brands seeing 3.2x ROAS and a 22% conversion lift while retargeting video ads drive conversions up to 150% versus cold audiences.
report visual · Projection

Video Ad Spend & Viewability Are Moving Up (2022→2025)

Video advertising is growing and improving its impact, with rising viewability and accelerating short-form adoption into 2025.

13.2 %
Start
+65.65%
CAGR · 3y
60 %
Projected
20232026
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Marcus Engström. (2026, February 13). Video Advertising Statistics. Gitnux. https://gitnux.org/video-advertising-statistics
MLA
Marcus Engström. "Video Advertising Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/video-advertising-statistics.
Chicago
Marcus Engström. 2026. "Video Advertising Statistics." Gitnux. https://gitnux.org/video-advertising-statistics.

Sources & references

46 datasets cited across this report · attribution is report-level

statista.comemarketer.comiab.comiab-europe.euthinkwithgoogle.comnewzoo.comhubspot.comgrandviewresearch.comdemandgenreport.cominfluencermarketinghub.comhootsuite.comwistia.comappsflyer.comnielsen.comboomerang.comforbes.comsocialbakers.comwyzowl.comtwitch.comsnap.comtiktok.comads.google.comfacebook.combusiness.linkedin.combrightcove.comironsource.comakamai.comceltra.comvideology.comgoogle.comshopify.comkantar.comthetradedesk.combusiness.pinterest.commmaglobal.comoptimizely.combigcommerce.comactiveview.comvidyard.comsynthesia.iogartner.commckinsey.commarketingdive.comvrworld.comisac-a.orgcreatoriq.com