Generative AI is significantly impacting digital video ad creation, with 86% of buyers expected to use it. Currently, 30% of digital video ads are created or modified using GenAI, anticipated to rise to 40% by 2026. Key applications include audience targeting, visual style changes, and contextual enhancements. In Connected TV (CTV), programmatic purchases have increased from 75% to 85%, with buyers prioritizing ROI and advanced capabilities in live content. Many buyers require sell-side support for effective programmatic activation and customization.
Generative AI is transforming digital video ad creation, with 86% of digital video buyers either using or planning to use it in creatives. Currently, 30% of digital video ads are built or adjusted with GenAI, and that's expected to increase to nearly 40% by 2026.
The major use of GenAI in video enhancement is tailoring ads for different audiences (42%). Next is visual and style modifications (38%) and improving contextual relevance (36%). Buyers want support from the sell-side for GenAI creative testing, with 46% expressing a desire for assistance.
Connected TV (CTV) is seeing increased programmatic activation and higher expectations for live content. 85% of CTV purchases are made programmatically, up from 75% in the previous year.
Forty-one percent of CTV programmatic buyers cited improved return on investment (ROI) or return on ad spend (ROAS) as their top KPI. 74% of buyers indicated that human involvement from the sell side is frequently necessary to activate or customize programmatic CTV deals.
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