The power of video: Inside two of the fastest-growing formats.

More Connected Than Ever

Connected TV (CTV) is the fastest growing ad channel in the U.S.—as measured by eMarketer.¹

CTV is one of the most effective ways to build top-of-funnel awareness with a young, professional audience. This video format is most popular with Millennials and segments of Gen Z and Gen X, with viewership for those aged 25–54 expected to be over 80% in 2024.¹ 

This ability to reach such a significant audience is fueling ad spend. In 2024, U.S. brands will spend over $28 billion on CTV.² Looking forward, forecasts indicate a total U.S. CTV ad growth of 10% annually through 2027.³ 

Linear TV will still be a relevant player in the industry for years to come. However, the rapid pace of CTV and impressive ad spend shows a more connected future on the horizon.

A Surge in Social Video

Social networks have heavily invested in video on their apps over the past few years. Today, that emphasis is being reflected in usage numbers not just for social, but internet use as a whole. Social video will account for 10% of all U.S. time spent with digital media in 2024, driven by Meta, Reels and TikTok.⁴

Part of that success is due to the bite-sized length of a typical video on social media. Among Gen Z users, watching short videos (under 90 seconds in length) ranks as the number #1 social media activity ahead of watching stories and direct messaging.⁵

Which platform is most promising for social video? Meta—overseeing Facebook and Instagram—holds 40.8% of US adults’ social video time.⁴ However, our team sees YouTube Shorts as an exciting player in the short-form video space where brands can make an impact. According to Google, Shorts has built an audience of 2 billion monthly users who generate 70 billion daily views.⁶

Press Play Today

Through our Video Ads solution, your brand can activate both CTV and social video campaigns. We have a variety of options for capturing audience attention at the top-of-funnel and building a compelling case for your products at key middle-of-funnel moments.

Our team is ready to help develop a strategy for reaching highly engaged consumer electronics audiences and achieving your business goals. Unlock the power of video with a retail media expert today.