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Channel
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Video advertising benchmarks
YouTube, Meta Reels, TikTok video, Connected TV. Brand-building plus increasingly direct-response capable. Sequenced storytelling drives the strongest lift.
Share of digital ad spend: ~17% of US digital ad spend (2026, video formats)
Channel snapshot
YouTube TrueView CPV $0.04–0.14. CTV CPM $22–38. Reels CPM $5–22. Avg brand-recall lift +11–18 ppt.
How to operate this channel
Operator playbook
- Hook in 5 seconds — skippable's structural constraint.
- Sequenced storytelling beats single-ad campaigns by 30%+ on recall.
- Connected TV: optimize completion rate (90%+), not CTR.
- Vertical-native creative for Reels/TikTok/Shorts — horizontal underperforms 2:1.
- Brand-Lift studies on >$50K video spend — view-through ROAS is unreliable.
Platforms in this channel
YouTubePlatform deep-diveConnected TV (CTV/OTT)Platform deep-diveTikTokPlatform deep-diveMeta (Facebook & Instagram)Platform deep-dive
Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.