Only 46% of brands run video ads despite 78% producing them, Bannerflow data finds

Published on: September 15, 2026

Brands are producing video ads far faster than they are distributing them, new analysis from Bannerflow, the AI-powered creative automation platform, has revealed.

Analysis of anonymised data from 300+ brands active on Bannerflow’s platform found that 78% of brands have produced video in 2026, but only 46% served video impressions.

The gap highlights how, despite video production becoming increasingly accessible to creative teams, competitive advantage is now shifting towards distribution and the ability to deploy and reach the right audiences quickly.

Bannerflow analysed data from 300+ brands active on its platform between 1 January and 31 August 2026. Collectively, they produced 2.33 million creative assets, served 155.1 billion ad impressions and recorded 166.8 million clicks. The analysis also found:

• Video adoption is broad but still shallow. Although 78% of brands produced some video, the format accounted for only 10.5% of all creative assets. Static creative continued to dominate production, representing 89.5% of output.
• Impressions and clicks varied significantly by sector. iGaming accounted for 76.1% of all impressions in the dataset but 63.8% of clicks, while travel showed the reverse pattern, generating 11.0% of clicks from just 4.3% of impressions.
• Telecom, where 24.1% of impressions were video, recorded a blended click-through rate of 0.208% – nearly twice the platform rate of 0.108%. Travel, where 12.5% of impressions were video, achieved the highest click-through rate at 0.274% – more than 2.5 times the platform rate, turning 4.3% of impressions into 11.0% of clicks.

“Marketers have solved the first half of the video problem: making the assets. But production is not the same as adoption. If 78% of brands are producing video but only 46% are actually serving it, then output alone is no longer a meaningful measure of whether a video strategy is working,” said Jamie Day, Head of Marketing and Lead Generation at Bannerflow.

“The opportunity is to connect creative and media workflows more closely, plan distribution alongside production, and put existing video assets to work for the right audiences. Campaigns must also be assessed against their objective: broad-reach and high-intent campaigns do different jobs, so reach and click-through rate need to be interpreted in context.”

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