Short-video platforms will take center stage at this year’s Interactive Advertising Bureau NewFronts. Meta and YouTube will try to convince video advertisers to shift budget away from TikTok, and TikTok will try to defend its business in the face of a potential ban in the US. Here’s what video advertisers need to know.
Key Question: How close are Reels and Shorts to truly rivaling TikTok in usage and ad offerings?
KEY STAT: In 2023, TikTok’s share of US video ad spending will be more than double what it was in 2021—and it will encroach on YouTube’s share.
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