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This report identifies four trends that will drive change in the market in 2020, analyzes their market-wide impact, and recommends how stakeholders can act now to ensure that they are in a position to benefit in 2020 and beyond.


  • Global digital advertising revenue expansion will dip below 10% for the first time in 2020 as digital's share of ad budgets starts to reach saturation point, traditional media players fight back with their own addressable offerings, and advertisers' concerns around effectiveness and measurement continue.
  • Despite missteps from Google and Facebook, big tech's dominance of digital advertising is set to grow in 2020 as Amazon takes its advertising strategy to the next level and targets the increasingly lucrative connected-TV digital video advertising segment.
  • Innovations around new advertising formats and context (such as social-focused out-stream video formats, connected-TV AVOD, and native in-game advertising) will open new pockets of growth within the maturing digital advertising landscape.

Features and Benefits

  • Identifies and assesses the impact of four trends set to shape the digital advertising and ad-funded OTT video market in 2020.
  • Recommends how stakeholders can act now to ensure they are in the position to benefit from emerging digital advertising trends in 2020 and beyond.

Key questions answered

  • How will Amazon grow its presence in the digital advertising and AVOD market in 2020, and how should other players react?
  • How are the dynamics of the online video advertising segment evolving on social and premium video platforms, and what impact will this have in 2020?
  • What impact will regulation and consumer perception of – and pivots to – privacy have on the digital advertising ecosystem in 2020?
  • Why will interest in dynamic in-game advertising grow in 2020 and beyond?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for service providers and platforms
  • Recommendations for content providers
  • Recommendations for technology vendors

Amazon will take its video advertising strategy to the next level

  • Amazon stands to gain from growth in all connected-TV viewing
  • Content providers, platforms, and competitors need to prepare for Amazon's impact on digital video advertising

Online video advertising will be split in two as out-stream takes half of revenue

  • Mobile, social, and commerce-led formats will drive out-stream revenue as premium environments become the AVOD focus
  • Not all video advertising is created equal; stakeholders must play to their strengths

A post-cookie world will move a step closer

  • Regulation and consumer concerns have already driven action over cookie-based tracking, which will come to a head in 2020
  • New approaches to data analysis, aggregation, and verification will move from nice to have to essential

In-game advertising will start to bring greater value to advertisers, publishers, and consumers

  • Cloud gaming, backlash over microtransactions, and advertiser concerns will drive interest in native in-game ads
  • Dynamic in-game advertising offers potential gains for players across the TMT ecosystem, if they act fast enough


  • Methodology
  • Further reading
  • Author

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