State of Video Ad Creation 2026
Production, formats, and testing volume
Review how teams produce video ads. This March 2026 snapshot covers Sovran usage data and external research on formats, costs, and testing.
Key findings
Check the source and sample before you use a figure as a target.
Digital Ad Spend (US, 2026)
US digital ad spending is projected to reach $298 billion in 2026, with video accounting for a growing share.
External source cited below
Gap between output and target
Sovran onboarding responses show median output of 20 ads a month and a target of 60.
Source: Sovran product data
Vertical Video (9:16)
Share of Sovran video renders in the 9:16 vertical format.
Source: Sovran product data
Median Render Time
Time to render an assembled video. This excludes planning, filming, and editing.
Source: Sovran product data
Share of four segment types
Hooks, problems, benefits, and calls to action together account for 68% of classified segments.
Source: Sovran product data
Solo Creators
Share of Sovran onboarding respondents who work alone.
Source: Sovran product data
AI Video Models
Number of video generation models listed in the March 2026 Sovran snapshot.
Source: Sovran product data
Market Overview
Video ad spending and use
The cited forecasts project $298 billion in US digital ad spending for 2026 and more than $740 billion worldwide. US digital video spending is projected to exceed $82 billion. These are forecasts, not final spending totals. [1][2]
GroupM forecasts 7.7% global ad revenue growth, with digital channels taking more than 72% of investment. IAB reports growing adoption of digital video. [3][4]
Wyzowl reports that 91% of surveyed businesses use video. Its survey and HubSpot's research cover marketer responses, not measured returns for every advertiser. [5][6]
US Digital Ad Spend (2026)
Projected US digital advertising investment.
External source cited below
Businesses Using Video
Share of surveyed businesses using video as a marketing tool.
External source cited below
Digital Share of Total Ad Spend
Forecast share of global ad investment in digital channels.
External source cited below
Monthly output
Teams want three times their current output
Creative velocity means how many new ads a team produces and tests over a set period. Keep production and launch counts separate: an exported ad may never receive spend.
Sovran onboarding responses show median output of 20 video ads per month and a median target of 60. The target is three times current output. It describes what these teams want, not what every team needs.
Before raising your target, check editing capacity, review time, and test budget. At $100 to $500 per ad, producing 60 ads would cost $6,000 to $30,000. This is a planning calculation.
Median Current Production
Video ads per month that teams currently produce.
Source: Sovran product data
Median Target Production
Video ads per month that teams want to produce.
Source: Sovran product data
Target divided by output
The median target is three times the median reported output.
Source: Sovran product data
Ad Structure
Which ad sections teams use
Sovran classified 527 video segments across 25 projects. Hooks, problems, benefits, and calls to action (CTAs) account for 68% of the segments. This does not mean 68% of ads use those sections in one order.
The average ad contains 2.7 content blocks. Hooks are the most common segment type, followed by problems. Usage counts show production choices; they do not show which ads earned the most sales.
Use the table to plan reusable sections. Test a change to one section while keeping the rest of the ad consistent.
Share of four segment types
Combined share of hook, problem, benefit, and CTA segments. This does not measure sequence order.
Source: Sovran product data
Avg Blocks Per Ad
Average number of content modules in a video ad sequence.
Source: Sovran product data
Segments Analyzed
AI-classified video segments across 25 projects.
Source: Sovran product data
Video Ad Module Usage (from 527 classified segments)
| Hook | 149 | 25 | 28.3% |
|---|---|---|---|
| Problem | 97 | 20 | 18.4% |
| Benefit | 56 | 19 | 10.6% |
| CTA | 56 | 20 | 10.6% |
| Intro Product | 48 | 20 | 9.1% |
| Solution | 33 | 15 | 6.3% |
| Failed Solutions | 20 | 9 | 3.8% |
| Social Proof | 15 | 12 | 2.8% |
| Desired Result | 14 | 12 | 2.7% |
| Product Demo | 14 | 6 | 2.7% |
| Buying Experience | 12 | 10 | 2.3% |
| Urgency | 8 | 5 | 1.5% |
| Before & After | 5 | 4 | 0.9% |
Source: Sovran platform data. Segments classified using AI-based module tagging across active projects.
Vertical Video
Most Sovran renders use vertical video
Vertical 9:16 video accounts for 97% of the Sovran renders in this snapshot. The other 3% use square, 4:5, or landscape formats. This describes Sovran usage, not the whole ad market.
Meta and TikTok guidance supports vertical creative for full-screen placements. Data.ai also reports high use of short-form video apps. [11][12][13]
Choose the aspect ratio for the placement. Check text, captions, and product framing in each exported version.
Vertical (9:16) Renders
Share of all video ads rendered in vertical format on Sovran.
Source: Sovran product data
Higher Reach (Reels)
Meta reports Reels ads deliver 36% higher reach vs other video placements.
External source cited below
Daily TikTok Usage
Average daily time per TikTok user in the cited report.
External source cited below
AI Video
AI generation adds production options
The March 2026 Sovran snapshot lists 24 video generation models. Model choice affects cost, output length, resolution, and style.
McKinsey reports AI use in at least one business function at 72% of surveyed organizations. This is a broad adoption measure, not a video-ad performance result. [14]
A generation fee is only part of an ad's cost. Include retries, editing, review, and the work needed to assemble usable footage.
AI Video Models Available
Video generation models listed in the March 2026 Sovran snapshot.
Source: Sovran product data
AI Adoption Rate
Share of surveyed organizations using AI in at least one business function.
External source cited below
Who's Creating
Who uses Sovran to make ads
In Sovran onboarding responses, 40% of users work alone and 32% work in teams of two to five. These figures describe the sample, not all video ad creators.
Ecommerce and direct-to-consumer brands make up 28% of responses. Software and business technology account for 17%, and agencies account for 11%.
The most selected use cases are making ads without a designer (23%) and testing ads faster (22%).
Solo Creators
Share of Sovran onboarding respondents working alone.
Source: Sovran product data
E-commerce / DTC
Largest industry group in Sovran onboarding responses.
Source: Sovran product data
Top Use Case
"Build video ads without a designer" is the #1 cited use case.
Source: Sovran product data
Video Ad Creator Demographics (Sovran onboarding data)
| E-commerce / DTC | 28% | Largest vertical — high creative volume needs |
|---|---|---|
| SaaS / B2B Tech | 17% | Growing segment — product demo ads |
| Agencies | 11% | Multi-client creative production |
| Gaming / UA | 8% | High-volume, multi-format needs |
| Health & Wellness | 6% | Testimonial-heavy creative |
| Other Industries | 30% | Long tail of 15+ verticals |
Source: Sovran onboarding profiles (anonymized aggregates).
Production Speed
Separate render time from production time
The median Sovran render takes 85 seconds after the video is assembled. This excludes the time to plan, film, edit, and review the ad.
Agency turnaround includes more stages. It cannot be compared directly with render time. Track the full time from brief to approved export when you compare production methods.
Median Render Time
Rendering time only. Planning, filming, and editing are excluded.
Source: Sovran product data
Platform Benchmarks
Compare platforms with matching metrics
The table collects cost ranges from several sources. Their audiences, campaign goals, and reporting periods differ. Use the figures for planning, then check your own account. [7][8][10][19][20]
CPM is cost per 1,000 impressions. CPC is cost per click. CTR is click-through rate. The YouTube in-stream row uses cost per view (CPV), so its cost cannot be compared directly with the CPC rows.
| Meta (Facebook/Instagram) | $8.50–$14.00 | $0.80–$1.20 | 0.90–1.50% | Broad targeting, retargeting, DTC |
|---|---|---|---|---|
| TikTok | $4.50–$10.00 | $0.50–$1.00 | 0.50–0.80% | Top-of-funnel, Gen Z, trend-driven |
| YouTube (In-Stream) | $10.00–$20.00 | $0.10–$0.30 (CPV) | 0.40–0.70% | Brand awareness, mid-funnel |
| YouTube Shorts | $5.00–$12.00 | $0.60–$1.10 | 0.60–1.00% | Short-form, mobile-first |
| $25.00–$45.00 | $3.00–$8.00 | 0.40–0.65% | B2B, enterprise, high-ACV | |
| Google Display | $2.00–$5.00 | $0.50–$1.50 | 0.35–0.50% | Remarketing, broad reach |
Ranges combine different sources and samples. YouTube in-stream uses cost per view (CPV); other rows use cost per click (CPC). Compare matching goals and periods.
Testing & Efficiency
Define success before you count winners
Reports use different winner rules. An ad that receives a large share of spend is not necessarily profitable. Read the rule before comparing win rates. [9]
Set a test budget, review period, and business target before launch. No fixed budget share or number of days can guarantee a reliable result.
Some reports link more frequent testing with higher return on ad spend (ROAS). That does not prove that more tests caused the improvement. Check sales, acquisition cost, and profit as you change volume. [23]
Ads That Scale
Reported share of ads that scale. Check the source definition before comparing your win rate.
External source cited below
Creatives/Week (Top Accounts)
Reported weekly volume for selected accounts. This is not a quota for every team.
External source cited below
ROAS Improvement
Reported ROAS change among brands that increased test frequency. This does not prove cause.
External source cited below
Next steps
What to track next
Use these questions to review your next production cycle. They are planning suggestions, not forecasts from the sample.
- How many ads did you produce, launch, and review?
- Which reusable sections saved editing time?
- Which placements needed a different format?
- What did each usable AI clip cost after retries and review?
- Which tests improved sales or acquisition cost?
About this report
Data sources and limits
Sovran figures summarize product usage and onboarding responses. They do not identify individual users or projects. External research has separate source labels.
The 24 external sources include surveys, benchmark reports, and platform data. Their samples and periods differ. Check each source before comparing figures.
- Sovran render data: video ad renders analyzed for aspect ratio and render time
- Sovran segment data: 527 AI-classified video segments across 25 active projects
- Sovran onboarding data: anonymized aggregates from onboarding profiles (industry, team size, production targets, use cases)
- External sources: 24 industry reports, surveys, and benchmark datasets (see Sources section)
- Timeframe: Sovran data as of March 2026; external sources from 2024-2026 publications
Sources
- [1] eMarketer / Insider Intelligence. “US Ad Spending 2025.” 2025. https://www.emarketer.com/content/us-ad-spending-2025 (opens in a new tab). Accessed March 19, 2026.
- [2] Statista. “Digital Advertising Worldwide — Statistics & Facts.” 2026. https://www.statista.com/topics/7666/internet-advertising-worldwide/ (opens in a new tab). Accessed March 19, 2026.
- [3] GroupM. “This Year Next Year: 2024 Global End-of-Year Forecast.” 2025. https://www.groupm.com/this-year-next-year-2024-global-end-of-year-forecast/ (opens in a new tab). Accessed March 19, 2026.
- [4] IAB. “2025 Digital Video Ad Spend & Strategy Full Report.” 2025. https://www.iab.com/insights/video-ad-spend-report-2025/ (opens in a new tab). Accessed March 19, 2026.
- [5] Wyzowl. “Video Marketing Statistics 2026.” 2026. https://wyzowl.com/video-marketing-statistics/ (opens in a new tab). Accessed March 19, 2026.
- [6] HubSpot. “The State of Marketing Report 2025.” 2025. https://www.hubspot.com/state-of-marketing (opens in a new tab). Accessed March 19, 2026.
- [7] Triple Whale. “Ecommerce Benchmarks 2025: DTC Data Trends Report.” 2025. https://www.triplewhale.com/2025-ecommerce-benchmarks (opens in a new tab). Accessed March 19, 2026.
- [8] Varos. “Paid Media Benchmarks by Industry.” 2026. https://www.varos.com/paid-media-benchmarks (opens in a new tab). Accessed March 19, 2026.
- [9] Motion. “Creative Benchmarks 2026.” 2025. https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026 (opens in a new tab). Accessed March 19, 2026.
- [10] WordStream. “Facebook Ads Benchmarks 2025.” 2025. https://www.wordstream.com/blog/facebook-ads-benchmarks-2025 (opens in a new tab). Accessed March 19, 2026.
- [11] Meta. “Facebook Ads Guide: Video Ad Specs & Recommendations.” 2025. https://www.facebook.com/business/ads-guide/update/video (opens in a new tab). Accessed March 19, 2026.
- [12] TikTok for Business. “Creative Best Practices for Performance Ads.” 2025. https://ads.tiktok.com/help/article/creative-best-practices (opens in a new tab). Accessed March 19, 2026.
- [13] Sensor Tower (formerly data.ai). “State of Mobile 2025.” 2025. https://sensortower.com/state-of-mobile-2025 (opens in a new tab). Accessed March 19, 2026.
- [14] McKinsey & Company. “The State of AI in 2025: How Organizations Are Rewiring to Capture Value.” 2025. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai (opens in a new tab). Accessed March 19, 2026.
- [15] Gartner. “Marketing Trends 2026.” 2025. https://www.gartner.com/en/articles/future-of-marketing (opens in a new tab). Accessed March 19, 2026.
- [16] Celtra. “The Celtra Creative Insights Report (7th Edition).” 2025. https://celtra.com/resource/download-the-celtra-creative-insights-report-7th-edition/ (opens in a new tab). Accessed March 19, 2026.
- [17] Smartly.io. “2026 Digital Advertising Trends Report.” 2025. https://www.smartly.io/digital-advertising-trends/2026 (opens in a new tab). Accessed March 19, 2026.
- [18] Influencer Marketing Hub. “Influencer Marketing Benchmark Report 2026.” 2025. https://influencermarketinghub.com/influencer-marketing-benchmark-report/ (opens in a new tab). Accessed March 19, 2026.
- [19] AdEspresso. “Facebook Ads Cost Benchmarks.” 2025. https://adespresso.com/blog/facebook-ads-cost/ (opens in a new tab). Accessed March 19, 2026.
- [20] WebFX. “PPC Benchmarks: Your Business vs. Your Industry.” 2025. https://www.webfx.com/blog/marketing/ppc-benchmarks-to-know/ (opens in a new tab). Accessed March 19, 2026.
- [21] Tapflare. “Creative Production Velocity: 2025 Benchmarks & Trends.” 2025. https://www.tapflare.com/articles/creative-production-velocity-benchmarks (opens in a new tab). Accessed March 19, 2026.
- [22] AppsFlyer. “The State of Creative Optimization: 2025 Edition.” 2025. https://www.appsflyer.com/resources/reports/creative-optimization/ (opens in a new tab). Accessed March 19, 2026.
- [23] Sensor Tower. “State of Digital Advertising 2025 Report.” 2025. https://sensortower.com/report/state-of-digital-advertising-2025 (opens in a new tab). Accessed March 19, 2026.
- [24] First Page Sage. “ROAS Statistics 2026.” 2025. https://firstpagesage.com/reports/roas-statistics/ (opens in a new tab). Accessed March 19, 2026.
Common questions
More benchmark reports
Compare related costs, formats, and results.
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Meta Ads CPM by Industry 2026 — Facebook & Instagram Benchmarks
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Ad Creative Testing Benchmarks 2026 — Volume and Win Rates
Compare new ads per week across five Meta budget groups. See how Motion defines an ad as a winner.
Plan your next test
Use these tools and guides to put the data to work.
Build more variations from your footage
Combine reusable hooks, bodies, and calls to action in Sovran. Export the variations you want to test.