It is no secret that digital marketing has become one of the most indispensable promotional tools of the recent past, and video has emerged as a particularly vital component. Few other formats can capture and retain audiences' attention as effectively as video, and the number of digital video viewers in the U.S. and many other parts of the world keeps growing every year. Seeing that it has evolved into an essential tool for education, communication, and entertainment during the pandemic, marketers are now focusing on video promotion more vividly than ever.

Marketer usage: unlocking the value of video

Pre-produced video is among the most popular content marketing tactics in North America , and the onset of the pandemic only fostered companies’ reliance on these tools. When asked about the share of media budgets devoted to select channels , U.S. industry experts stated that they allocated roughly 13 percent of their digital marketing spend towards digital video. This figure was identical to that devoted to paid search, highlighting video’s expanding presence in today’s complex marketing mix. Looking at how companies leverage the power of video, mobile stands out as a particular focal point. Not only are smartphones the top device to watch digital video content in the U.S. , but videos on small handheld screens are also more engaging than written text.

Market leaders: social media keeps boosting business

Marketers can choose from a vast selection of digital video platforms, and following the latest trends in online consumer behavior, they turn to social media. One channel that has become synonymous with free online video over the last decade is YouTube. In 2020, the number of YouTube users in the U.S. peaked at over 205 million, and seeing that the Google-owned platform draws more users every year, it is considered an extremely fertile marketing ground. Other popular social media networks used by U.S. marketing professionals include Instagram and TikTok, which boast massive user counts and promise great exposure. In addition to posting videos and engaging with millions of internet users themselves, companies also embrace user-generated video content and leverage the global phenomenon that is influencer marketing .

Video advertising spending

While companies can publish videos at practically no cost on social media platforms, websites, or other digital channels, they can also invest large sums into creating memorable video ad campaigns. In 2020, digital video ad spend in the U.S. amounted to approximately 41.4 billion U.S. dollars, and according to the latest projections, spending on video ads will nearly double by 2023. Unsurprisingly, the lion’s share of this sum is expected to be allocated towards mobile, as consumers increasingly watch digital video content on their smartphones. While spending big bucks on the small screen can be immensely profitable, CTV was the device with the largest digital video ad spend among U.S. advertisers in 2020.

Interesting statistics

In the following 5 chapters, you will quickly find the 42 most important statistics relating to "Video advertising and marketing in the U.S.".


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