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This report analyzes and contextualizes Ovum's latest Digital Content and Services: Video Internet Advertising Forecast, 2016–21.


  • Mobile video internet advertising revenue will grow at a CAGR of 22.9% between 2016 and 2021, more than double the CAGR of 8.8% for non-mobile video internet advertising. Non-mobile devices will, however, remain important – particularly in a multiscreen context.

Features and Benefits

  • Assesses the main drivers behind the rapid growth of the global video internet advertising market.
  • Provides an overview of the trajectory, and overall future value, of the global video internet advertising market.

Key questions answered

  • What factors are driving, and holding back, mobile video internet advertising revenue growth?
  • What impact is the growth in video internet advertising having on players across the TMT ecosystem?
  • What impact will the video internet advertising market have on the TV advertising sector?
  • What impact will both mature and emerging markets have on the trajectory of the global video internet advertising market?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Mobile will drive the total global market to almost $50bn in 2021, but other devices remain important
  • Video is already everywhere, but there is still room for growth
  • Mobile is key, but there is still work to do to maximize mobile video ad effectiveness

Market dynamics

  • Video internet advertising will complement, not replace, TV ads
  • Emerging markets offer growth, but mature markets offer much greater revenue
  • Native video and influencer marketing offer alternatives in response to ad-blocking

Market outlook

  • Publishers, platforms, ad tech players, and advertisers must continue to invest in mobile-specific video ad formats
  • Telcos and platform owners must tailor video ads to emerging markets
  • Telcos should take an active role in the mobile video ad market


  • Methodology
  • Further reading
  • Author

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