Social video ad spending is set to outpace CTV in growth rate this year
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The pendulum is swinging back to the feed, signaling that the crown of digital video dominance is going to social media. Brand spending on social video is set to outpace media investments on connected TV (CTV) ad inventory, according to the Interactive Advertising Bureau (IAB).
While CTV spending is projected to grow year-over-year to 11% in 2026, spending on social video — which includes video on apps like Instagram, YouTube and Reddit — is set to rise faster for the first time, at 13%. Base
While CTV spending is projected to grow year-over-year to 11% in 2026, spending on social video — which includes video on apps like Instagram, YouTube and Reddit — is set to rise faster for the first time, at 13%. Base
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