Demand of Digital video ad spend to increase 26% in 2022

Digital video is a driving force for buyers and will continue to be in 2022. It complements the increasing number of formats and platforms, it’s never been as complex to execute cross-screen strategies. Video has taken center stage on social platforms that were once text- or photo-centric—including Facebook, Instagram, Twitter, Snapchat, even Pinterest. Digital video advertising spending surged 49% in 2021 and is expected to increase an additional 26% to $49.2 billion in 2022 according to IAB’s 2021 Video Ad Spend and 2022 Outlook report. There is a positive outlook for both linear TV and OTT. “There are multiple scenarios which are evolving in the country, Experts believe. India needs to be catered to in a different way. This was also not just about pricing and product but also content. “It’s not an ‘either or’ market yet, but an ‘and’ market, both can survive and will survive and there is an urgent need to create habits in your consumers. The future is certainly going to be made brighter with the advent of 5G. Mobile device technology is the main driver of next years' developments in Video Advertising. High mobile processing power together with new 5G internet connection speeds will allow more complex mobile video ad strategies. Formats such as live broadcasting, 360° panoramas, or virtual reality videos will transfer the concept of immersion to the advertising field. The new generation of technology is going to bring more capabilities and more efficiencies.

The biggest challenge faced by content creators now is the need to evolve at the pace that the audience is evolving, as audiences were evolving too fast and keeping in sync with the pace was the biggest challenge. A survey in India says, the viewership of Televisions has come down drastically, even though the sale of Television sets has shown a positive growth. Many are shifting their choices to the OTT platforms and a stunning report says, Indians treat news channels as a source of entertainm

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