US Social Video Advertising 2022

Embracing a Full-Funnel Strategy and More Native Creative

Executive Summary

Video advertising is a growing part of total social network ad spending, as platforms continue to invest in native content spaces and compelling ad formats. Advertisers now have more ways and reasons than ever to experiment with video advertising on social.

How much will US advertisers spend on video ads on social networks?

We estimate that in 2022, US social network video ad spending will grow by 20.1% year over year (YoY) to $24.35 billion, making up over a third of total US social network ad spending.

How will iOS privacy changes affect social video advertising?

Apple’s AppTrackingTransparency (ATT) framework has severely dampened campaign measurement and performance for many social advertisers. Video ads could mitigate some of that impact, particularly as attention-grabbing, scroll-stopping creative becomes a must in an iOS 14.5 reality.

How are advertisers approaching video advertising on social networks?

Advertisers now see that video ads on social can drive both branding and performance goals. That’s driving more emphasis on developing performant creative that feels more native to platforms, but also greater interest in premium placements like Facebook In-Stream Reserve (ISR).

WHAT’S IN THIS REPORT? Our latest forecast for social network video ad spending, analysis of video advertising formats and developments on social networks, and paid strategies and best practices for video advertising on social.

KEY STAT: In 2022, advertisers will spend $24.35 billion on video advertising that appears on social networks, up 20.1% YoY.

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    Table of Contents

    1. Executive Summary
    2. The Social Video Advertising Opportunity
    3. iOS Disruptions Forge New Paths for Social Video Ads
    1. Strategies for Video Advertising on Social Platforms
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Yuval Ben-Itzhak
    Interviewed November 11, 2021
    Avi Ben-Zvi
    Vice President, Paid Social
    Carly Carson
    Director, Social
    Interviewed November 29, 2021
    Adam Gerber
    Horizon Media
    Vice President, Social and Digital Performance
    Interviewed November 19, 2021
    Danisha Lomax
    Senior Vice President, National Paid Social Lead
    Interviewed December 3, 2021
    Amy Rumpler
    Basis Technologies
    Senior Vice President, Paid Search and Social
    Interviewed November 18, 2021

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    Paul Verna
    Principal Analyst

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