The MMA × Teads State of Video & CTV Study surveyed more than 100 senior marketers to reveal how video is driving brand storytelling and measurable performance across every screen. The findings show video’s expanding role as the connective tissue of omnichannel marketing—and the challenges that remain.

What You’ll Learn

•  Video budgets continue to rise and remain central to marketing plans

• Targeting across platforms is still maturing and hard to scale

•  Brands struggle to balance storytelling with performance goals

• Cross-screen measurement and proving ROI remain challenging

• Creative innovation and automation are reshaping production and workflows

Why It Matters

Video is no longer a secondary tactic. With budgets climbing and CTV accelerating, marketers need a clear roadmap to capture attention and drive outcomes. This study highlights the opportunities—and the work still needed—to connect audiences and results across channels.

Download the Report