Video Advertising Agency Market Trends and Forecast
The future of the global video advertising agency market looks promising with opportunities in the retail, automotive, and entertainment markets. The global video advertising agency market is expected to grow with a CAGR of 8% from 2025 to 2031. The major drivers for this market are the increasing demand for digital advertising, the growing adoption of video marketing strategies, and the rising consumer engagement with online video content.
• Lucintel forecasts that, within the service type category, creative & production is expected to witness the highest growth over the forecast period.
• Within the end use category, entertainment is expected to witness higher growth.
• In terms of region, APAC is expected to witness the highest growth over the forecast period.
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Emerging Trends in the Video Advertising Agency Market
The market for video advertising agencies is being influenced by a number of dominant emerging trends that are reshaping the creative process, distribution methods, and measurement of campaigns. They are all a direct reaction to an increasingly changing media environment, where consumers’ attention is fractured and platforms are in a state of constant change. The market is trending toward a more data-centric, personalized, and frictionless model, and it is compelling agencies to evolve rapidly to stay competitive and add value to their clients.
• Hyper-Personalization using AI and Data Analytics: One of the prominent new trends is the application of artificial intelligence and data analytics to produce hyper-personalized video ads. Agencies are using AI to sift through massive consumer databases, containing demographics, viewing patterns, and buying history, to develop highly targeted and individualized campaigns. The result is more effective advertising, with improved engagement levels and return on investment (ROI) for brands. This trend enables agencies to transcend blanket campaigns and provide highly relevant content to every viewer, making the most of the advertising.
• Increased Use of Connected TV and OTT Advertising: Connected TV and Over-The-Top advertising are another major trend. As more and more consumers "cut the cord" and opt for streaming services, ad agencies are transferring their budgets from TV to these digital mediums. The effect is a more precise and quantifiable type of TV advertising, as agencies are able to use digital information to target specific homes or audiences. This shift is opening up a new video advertising frontier that marries the reach of TV with the targeting of digital marketing, providing a potent new advertising tool.
• Short-Form and Vertical Video Content Rise: The industry is experiencing a significant shift towards short-form and vertical video, fueled by the success of apps such as TikTok, Instagram Reels, and YouTube Shorts. The format is optimized for mobile screen consumption and is extremely effective for grabbing the attention of a young and interactive audience. The effect is a requirement for agencies to acquire new creative abilities and production processes focused on speed, visual salience, and mobile-first thinking. The trend is transforming the overall creative process, from scriptwriting to last mile delivery.
• Use of Shoppable and Interactive Video: There’s a tendency to incorporate shoppable and interactive features within video advertising. It enables consumers to buy a product or interact with a brand directly from within the video, without being sent elsewhere. The effect is more direct and streamlined route to conversion, collapsing the distinction between advertising and e-commerce. The trend is creating new possibilities for agencies to develop highly engaging and performance-driven campaigns that deliver direct sales and measurable outcomes.
• Emphasis on User-Generated Content and Creators Collaborations: The trend in the market is towards more emphasis on user-generated content and partnerships with social media influencers. Agencies are using true and tangible content developed by influencers or consumers to establish credibility and trust. The effect is a more authentic and impactful advertisement that has a connection to consumers. It is changing the agency’s role from being a typical content developer to being a strategic partner that enables and amplifies a community-led story.
All these new trends in combination are collectively transforming the video advertising agency landscape to be more dynamic, data-led, and consumer-focused. The shift towards hyper-personalization and shoppable videos is boosting the impact and measurability of campaigns. The emergence of CTV and short-form video is compelling the agencies to innovate in new formats and platforms. The emphasis on user-generated content is transforming the way brands tell stories. The end result is a faster, more innovative, and more strategically attuned marketplace to the changing media consumption patterns of a global population.
Recent Development in the Video Advertising Agency Market
The market for video ad agencies has been characterized by some prominent trends that are reshaping its business model and working practices. These trends are a function of the fast pace of development of digital media and online consumer behavior. Ranging from the technological angle to creative approaches, these trends are in aggregate influencing the market through higher efficiency, wider reach, and fresh sources of income. The market is getting more automated, integrated, and outcome-focused in its nature.
• Programmatic and Automated Advertising: One of the most critical recent advances is the broad use of programmatic and automated advertising platforms. These tools enable agencies to sell and purchase video ad inventory real-time through automated bidding systems. The effect is a sharp boost in efficiency and decrease in manual effort. Programmatic advertising also provides more accurate targeting, so that advertisements are presented to the most appropriate audiences at the best time. This innovation is also making the market more data-centric and contributing towards improved ROI for clients.
• Growth of Connected TV and OTT Advertising Services: Another critical development is growth in agency services to offer Connected TV and Over-The-Top advertising. As homes increasingly subscribe to smart TVs and streaming devices, agencies are building new expertise and relationships to enable brands to connect with those audiences. The effect is a new and highly valuable marketplace segment that pairs television’s high-impact format with the targeting potential of digital advertising. This shift is enabling agencies to provide a more integrated and full-service media offering to clients.
• Emphasis on Cross-Platform and Integrated Campaigns: The industry has witnessed a trend where agencies are turning towards cross-platform and converged campaigns that cut across social media, CTV, and other digital platforms. Instead of producing a separate ad for a solitary platform, the agencies are now building a comprehensive creative strategy that is optimized for each platform. The result is an integrated brand message and better utilization of ad budgets. This trend is compelling agencies to be more strategic and consider the entire customer journey through a fractured media environment.
• Use of Advanced Analytics and Measurement Tools: There has been tremendous growth in the use of advanced analytics and measurement tools. Agencies are currently employing advanced software to monitor ad performance, audience interaction, and conversion rates across platforms. The effect is a more transparent and results-driven method of video advertising. This growth is enabling agencies to give their clients clear proof of their return on investment, which is trusting them and making them a strategic partner.
• In-house Video Ad Capabilities Rise: There has been an evolution in the market where big corporations are establishing in-house video ad capabilities. They are developing their own media buying and creative teams to handle their campaigns instead of outsourcing to a third-party agency. The effect is a change in the competitive landscape, and agencies must differentiate themselves by providing specialized services, creative innovation, or a portal to proprietary data and partnerships that are not available to in-house staff. This shift is testing the classic agency model.
These recent developments in the video advertising agency space are all propelling it towards a more efficient, data-driven, and results-driven future. The use of programmatic and advanced analytics is improving campaign effectiveness. Expansion into CTV and concentration on cross-platform marketing is building reach and developing more integrated brand narratives. Growth of in-house operations is compelling agencies to be more innovative and to become specialists. Overall, the effect is a more competitive and more ROI-obsessed marketplace.
Strategic Growth Opportunities in the Video Advertising Agency Market
The video advertising agency industry is full of strategic growth prospects, underpinned by a vibrant media environment and the growing need for high-impact video communications. To thrive, agencies will need to find and leverage the most important applications where their capabilities can be used to the greatest extent. These opportunities are as much about making video as they are about crafting end-to-end strategies that marry data, technology, and creative storytelling to drive measurable outcomes. Prioritizing these areas will allow agencies to lock into becoming an essential partner for brands.
• Connected TV and Over-The-Top Advertising: The Connected TV and OTT category is a significant area of growth. As more consumers stream content on smart TVs and other screens, agencies can provide customized services to enable brands to connect with them. The promise is to produce targeted, high-quality video commercials that become a seamless part of the viewing experience. Agencies can use data to target specific audiences and better measure the effect of campaigns than with TV. This use provides a high-margin market segment with high growth prospects.
• Short-Form Video and Social Media Campaigns: Short-form video and social media campaigns on platforms like TikTok, Instagram, and YouTube Shorts are a huge growth opportunity. These platforms are dominated by a young, highly engaged audience that prefers quick, visually appealing content. The opportunity is to create a constant stream of creative, on-trend, and platform-specific video content that is designed to go viral and drive brand awareness. Agencies can also establish influencer and creator partnerships to enhance the messages of their clients, making this a cost-efficient and high-impact use case.
• Performance-Based and E-commerce Advertising: Performance-based and e-commerce advertising is a strategic growth opportunity. With brands looking to connect their ad spend directly to sales, agencies can provide services centered on driving conversions. The potential is to produce video commercials with in-built shoppable features, like links or QR codes, and to apply deep analytics to measure a user’s path from impression to buy. This tool enables agencies to provide an end-to-end return on investment and be an integral component of a brand’s sales funnel.
• Personalized and Dynamic Video Content: The use of personalized, dynamic video content is a major growth area. With data, agencies can produce a one-off video ad that dynamically alters its message, including text, imagery, or promotion, for every viewer. The potential is to offer a highly personalized and tailored advertising experience that means a lot to the consumer. This tool enables agencies to provide an innovative service that is more effective than generic advertising and assists brands in building a deeper emotional connection with their audience.
• Video Content for B2B Marketing: Video content for B2B marketing is a normally neglected growth potential. Although video is generally linked to B2C, it is increasingly crucial for B2B brands to develop engaging content like explainer videos, case studies, and corporate storytelling. The potential is to provide a niche service that assists B2B businesses to effectively communicate complicated information in a straightforward and engaging manner. This solution enables agencies to access a high-margin market segment with an appetite for advanced and professional video content.
These strategic growth opportunities are shaping the video advertising agency marketplace by compelling agencies to do more than merely produce creative content. The opportunities in CTV, short-form video, and e-commerce are creating a demand for niche expertise in new platforms and formats. The emphasis on performance-based and personalized video is changing the agency’s role into a data-driven strategist. The application in B2B marketing is extending the market’s reach. The collective effect is a more segmented, specialist, and results-driven market for delivering measurable business outcomes to a broad variety of clients.
Video Advertising Agency Market Driver and Challenges
The video advertising agency market is influenced by the complex interplay between key drivers and key challenges. The drivers are mainly based on the rapid proliferation of digital video viewing, technology innovation, and the well-documented efficacy of video as a communications medium. These factors are all driving the market together. The obstacles, on the other hand, are based on extremely fragmented media, production cost inflation, and measuring return on investment accurately. A sophisticated comprehension of these drivers is essential for agencies to succeed.
The factors responsible for driving the video advertising agency market include:
1. Explosive Growth in Online Video Consumption: One major reason is the geometric growth in digital video consumption by all age groups and devices. Video has become a ubiquitous form of media, thanks to the popularity of platforms such as YouTube, TikTok, and streaming services. This trend is building a huge and highly active base for video ads. The growing hours of viewing online video offer an excellent opportunity for agencies to engage with consumers and deliver clients’ messages.
2. High Effectiveness and Engagement of Video Ads: The high effectiveness and engagement of video ads are a key driver. Video is an extremely effective storytelling medium and way of creating an emotional relationship with an audience, and such an emotional relationship can drive better brand recall and conversion rates. Brands are spending more of their budget on video advertising because video continually outperforms static formats.
3. Technology Advancements in Advertising: Ongoing innovation in advertising technology is a major impetus. Technologies such as programmatic advertising, AI-driven targeting, and sophisticated analytics are optimizing video advertising as more efficient, more targeted, and more quantifiable. These technologies enable agencies to send the correct ad to the correct person at the correct moment, which is extracting maximum return on investment for their clients.
4. Expanding New Platforms of Advertising: The growth of new advertising platforms, including Connected TV and social media platforms, is a major driver. This provides a broader number of opportunities for agencies to communicate with varied audiences. Every platform has specific ad formats and targeting capabilities, making it possible for agencies to craft more targeted and strategic campaigns.
5. Demand for Authentic and Creator-Led Content: The need for true and creator-driven content is a leading driver. Consumers are becoming more trusting of content from creators and influencers over traditional brand-created commercials. This is forcing agencies to rethink their tactics by working with creators as well as through the use of user-generated content within their efforts, which is a better method for trust and credibility building.
Challenges in the video advertising agency market are:
1. Fragmented Media Landscape and Audience Attention: One of the biggest challenges is having such a highly fragmented media and the resultant task of gaining audience attention. The audience is dispersed across many platforms and devices, and each platform or device has its own ad format and user behavior. This creates a challenge for agencies to produce and deliver a coherent campaign that could engage and reach an intended audience across channels effectively.
2. High Production Costs and Speed of Content Creation: Another principal challenge is high-cost production and the necessity for speed of content creation. People are demanding a continuous stream of new video content, yet high-quality video creation is costly and time-consuming. This challenges agencies to deliver new, more effective mechanisms for creating large amounts of quality content without losing creativity or brand consistency.
3. Measuring Correctly and Demonstrating ROI: A third issue is the inability to measure accurately the return on investment of video ads. As advanced analytics as there are, it may be challenging to track a user from ad impression through to ultimate conversion on various platforms and devices. That makes it challenging for agencies to have clear proof of their worth, which is a key part of winning and retaining clients.
The video ad agency market is growing, buoyed by high demand for online video content and the efficacy of video commercials. Market drivers through technology are optimizing the market, becoming increasingly efficient and data-focused. The upward trend is however tempered by principal challenges in the form of a fragmented media market and the lack of ease in measuring ROI. In order to thrive, agencies need to adopt technological innovation, discover new means for generating affordable content, and invest in strong measurement systems. The net effect is an intensely competitive market that is compelling agencies to become more strategic and results-driven than ever.
List of Video Advertising Agency Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies video advertising agency companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the video advertising agency companies profiled in this report include-
• WPP
• Interpublic Group
• Omnicom
• Bluefocus Intelligent Communications
• PublicisGroupe
• Liou Group Digital Technology
• Dentsu
• Hakuhodo
• Guangdong Advertising
• Havas Group
Video Advertising Agency Market by Segment
The study includes a forecast for the global video advertising agency market by service type, platform, deployment, end use, and region.
Video Advertising Agency Market by Service Type [Value from 2019 to 2031]:
• Creative & Production
• Media Planning & Buying
• Advertising Optimization
Video Advertising Agency Market by Platform [Value from 2019 to 2031]:
• Online Platforms
• Mobile Platforms
• Television Platforms
Video Advertising Agency Market by Deployment [Value from 2019 to 2031]:
• Cloud-Based
• On-Premises
Video Advertising Agency Market by End Use [Value from 2019 to 2031]:
• Retail
• Automotive
• Entertainment
Video Advertising Agency Market by Region [Value from 2019 to 2031]:
• North America
• Europe
• Asia Pacific
• The Rest of the World
Country Wise Outlook for the Video Advertising Agency Market
The video advertising agency industry is experiencing a deep change with the explosive growth in digital video consumption. New developments are all about technological innovation, changing consumer behavior, and the rise of new platforms for advertising. Agencies are increasingly using artificial intelligence and data analytics to craft highly personalized and targeted ads. The market is also experiencing a move towards new formats such as vertical video and connected TV, which are changing the way agencies produce, distribute, and measure their content. These shifts are transforming the industry, compelling agencies to become more agile, data-driven, and innovative.
• United States: The US market is a leading force with a well-established digital infrastructure and a highly evolved advertising ecosystem. The latest developments are fueled by the fast pick-up of Over-The-Top (OTT) and Connected TV (CTV) streaming services. Advertising agencies are moving much of their ad investment from traditional TV to digital media, where there is more targeting strength and better measurement. The market is also experiencing a trend of attention on sophisticated technologies such as AI to enhance campaigns as well as short-form vertical video content, both of which mirror the prevalence of mobile consumption.
• China: The market in China is a world leader in terms of innovation, especially in video generated by AI and social media promotion. New developments are driven by rapid expansion of platforms such as TikTok (Douyin) as well as a strongly competitive technology environment. Chinese companies are leading the field in developing video commercials from text or images through the use of AI, with a much lower cost and time required for production. This has opened up a new business paradigm wherein automation and swift content generation become the driving forces. The industry is also largely shaped by the emergence of social commerce and creator-driven content.
• Germany: Germany’s marketplace is undergoing large-scale change, fueled by higher internet penetration and a strong movement towards programmatic and data-driven marketing. Recent trends revolve around the adoption of automated ad buying and rising investment in video, particularly in short formats, to reach a mobile-first audience. The market is also experiencing an increase in the utilization of online shopping and e-commerce, which is compelling agencies to produce more personalized and targeted video content to fuel brand loyalty and conversions.
• India: India’s market is one that is rapidly expanding, fueled by an increase in the use of smartphones as well as affordable mobile data. Recent trends reflect a substantial shift in advertising budgets away from traditional media and into digital, with digital media currently capturing the majority of ad expenditure. Video advertising is one of the largest drivers of this growth, with short-form video on social media and ad-supported OTT leading expansion in the market. The market is also witnessing growth in demand for regional and creator-driven content to reach a broad and diverse audience.
• Japan: Japan’s marketplace is marked by a robust and consistent growth of internet advertising, with video advertising being the fastest-growing category. The current trends are fueled by the kind of enormous migration of ad spend away from conventional media and into digital, and in digital, video commercials are increasingly surpassing display commercials. The marketplace is witnessing a special emphasis on in-stream and out-stream video formats, which are increasingly popular on social media and other digital platforms. This trend is also encouraging agencies to produce more interesting and context-sensitive video content in order to grab eyeballs.
Features of the Global Video Advertising Agency Market
Market Size Estimates: Video advertising agency market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.
Segmentation Analysis: Video advertising agency market size by various segments, such as by service type, platform, deployment, end use, and region in terms of value ($B).
Regional Analysis: Video advertising agency market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
Growth Opportunities: Analysis of growth opportunities in different service types, platforms, deployments, end uses, and regions for the video advertising agency market.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the video advertising agency market.
Analysis of competitive intensity of the industry based on Porter’s Five Forces model.
FAQ
Q1. What is the growth forecast for video advertising agency market?
Answer: The global video advertising agency market is expected to grow with a CAGR of 8% from 2025 to 2031.
Q2. What are the major drivers influencing the growth of the video advertising agency market?
Answer: The major drivers for this market are the increasing demand for digital advertising, the growing adoption of video marketing strategies, and the rising consumer engagement with online video content.
Q3. What are the major segments for video advertising agency market?
Answer: The future of the video advertising agency market looks promising with opportunities in the retail, automotive, and entertainment markets.
Q4. Who are the key video advertising agency market companies?
Answer: Some of the key video advertising agency companies are as follows:
• WPP
• Interpublic Group
• Omnicom
• Bluefocus Intelligent Communications
• PublicisGroupe
• Liou Group Digital Technology
• Dentsu
• Hakuhodo
• Guangdong Advertising
• Havas Group
Q5. Which video advertising agency market segment will be the largest in future?
Answer: Lucintel forecasts that, within the service type category, creative & production is expected to witness the highest growth over the forecast period.
Q6. In video advertising agency market, which region is expected to be the largest in next 5 years?
Answer: In terms of region, APAC is expected to witness the highest growth over the forecast period.
Q7. Do we receive customization in this report?
Answer: Yes, Lucintel provides 10% customization without any additional cost.
This report answers following 11 key questions:
Q.1. What are some of the most promising, high-growth opportunities for the video advertising agency market by service type (creative & production, media planning & buying, and advertising optimization), platform (online platforms, mobile platforms, and television platforms), deployment (cloud-based and on-premises), end use (retail, automotive, and entertainment), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. Which region will grow at a faster pace and why?
Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.5. What are the business risks and competitive threats in this market?
Q.6. What are the emerging trends in this market and the reasons behind them?
Q.7. What are some of the changing demands of customers in the market?
Q.8. What are the new developments in the market? Which companies are leading these developments?
Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
For any questions related to Video Advertising Agency Market, Video Advertising Agency Market Size, Video Advertising Agency Market Growth, Video Advertising Agency Market Analysis, Video Advertising Agency Market Report, Video Advertising Agency Market Share, Video Advertising Agency Market Trends, Video Advertising Agency Market Forecast, Video Advertising Agency Companies, write Lucintel analyst at email: helpdesk@lucintel.com. We will be glad to get back to you soon.