IAB has released its “2025 Digital Video Ad Spend & Strategy Full Report,” revealing that generative AI is reshaping how video ads are made. Half of all advertisers already use GenAI to build their ads. And 86% are either using it now or plan to soon.
- 86% of buyers use or plan to use GenAI for video ad creative.
- GenAI is expected to power 40% of all video ads by 2026.
- Small and mid‑tier brands adopt GenAI faster than large ones, thanks to lower costs and quicker turnaround.
- 42% leverage GenAI to create audience‑specific versions of ads.
- 38% use it for visual style changes.
- 36% rely on it for contextual relevance.
- 47% of CTV inventory is now biddable, up from 34% last year.
- 74% of buyers have built or plan to build in‑house teams for self‑serve CTV activation.
- 60% expect more from live and sports content on streaming platforms than from linear TV.
- Over 80% of digital video buyers still want human assistance when activating CTV programmatically.
TV Tech
The rapid rise of GenAI feels like giving every small brand a Hollywood studio on their laptop. Costs fall. Speed increases. Creativity scales. But new challenges emerge. Buyers still crave human strategy alongside AI tools. They want partners who can blend data, creativity, and technology into winning campaigns.
As GenAI lowers the barrier to entry, the video‑ad landscape will become busier. Brands that marry AI efficiency with clear business outcomes will stand out. Others risk getting lost in the noise. The message is clear: adapt quickly, or watch competitors race ahead.
