In this week’s Week in Charts, PubMatic on the impact of SME budgets, digital video grows share of US TV/video ad spend, and brands adopt AI video tools.
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Digital Video to Account for More Than 60 Percent of TV/Video Ad Spend in US This Year
Digital video will take 61 percent of TV/video ad spend in the US this year, according to projections from IAB. The forecast notes that digital video’s share growth is slower than last year, but remains a “foundational” shift in spending. “Digital video will continue expanding share in 2026 despite major cyclical events, including the Olympics, World Cup, and midterm elections, which typically anchor spend in linear,” said the IAB. “Further accelerating the shift is that these major events are becoming more widely available programmatically on streaming platforms. Although the shift pace will slow to 3 points YoY (vs. 7 in 2025), the consistent movement into digital regardless of cyclical events reinforces how foundational this movement is.”
Streaming Companies Are Sharing Reach and Frequency Data but Less Contextual Data
Research from iSpot reveals that marketers are receiving more reach and frequency data from their streaming partners compared with last year, with 84 percent of respondents receiving this data, up from 80 percent in 2025. And 67 percent receive demographic data, up from 61 percent last year. However, marketers report less visibility on attribution (52 percent), programming (50 percent) and linear/streaming overlap data (45 percent). “Without these building blocks of efficient TV ad spend measurement, marketers struggle to optimise commitments through these streaming partners without third-party involvement,” according to the report.
Mobile Gaming Rarely Considered or Deprioritised by 70 Percent of US Marketers
More than 70 percent of US marketers consider mobile gaming advertising rarely, late or deprioritise the channel in their brand media mix, according to a survey from EMARKETER and Admazing, with less than 30 percent considering mobile gaming alongside or as a core channel. The research also found that more than 60 percent of marketers believe mobile gaming can deliver incremental reach beyond CTV and social channels, suggesting untapped opportunities to reach consumers who make purchasing decisions. “Most gamers also do a lot of the shopping for their household,” said Yory Wurmser, Principal Analyst, Advertising, Media & Technology at EMARKETER. “CPG, grocery, and even home improvement advertisers could find opportunities as games improve their targeting and measurement.”
Adoption of AI Tools on the Rise for Video Creation
Generative AI features saw increased adoption by video teams in 2025, according to research from Wistia, with AI captions used by 69 percent of brands, up from 61 percent in 2024. AI-generated visuals were also used by 39 percent of respondents (up from 28 percent in 2024), and AI avatars by 25 percent (up from 16 percent). “This suggests teams are warming up to AI that creates, not just assists,” Wistia said in the report.
The Week in Stocks
Agencies
Macroeconomic and geopolitical volatility is weighing on S4 Capital’s stock price, as tech clients continue to pull back ad spend in their allocation of resources to AI infrastructure and capacity.
TV
Paramount Skydance’s share price is down on weaker-than-expected revenue guidance for Q2.
Publishers
Shares in Future dropped by 5 percent after the UK media group posted revenue declines in its financial HY26 results.
Ad Tech
Apart from LiveRamp popping on the news of its acquisition by Publicis, Nexxen stock saw the biggest increase in the ad tech sector last week, after its revenues grew 11 percent YoY in Q1.
Tech
Adobe stock is up almost 4 percent this week, but has fallen 20 percent over the last six months.
