A new Bannerflow analysis shows that most brands now create video assets—but far fewer actually run them. The AI-powered creative automation platform reviewed anonymised data from more than 300 brands between 1 January and 31 August 2026 and found that 78% of brands produced video during the period, while only 46% served video impressions.
The production-serving gap
Across the group, brands generated 2.33 million creative assets, delivered 155.1 billion ad impressions and recorded 166.8 million clicks. Video made up just 10.5% of creative output, while static creative accounted for 89.5%. In other words, video is being adopted broadly, but it is still a small slice of what actually goes live.
A practical way to read the gap: a team may have several video cuts ready, but if the media plan only includes static display slots, those video files never reach an audience. Production is not the same as activation.
“Marketers have solved the first half of the video problem: making the assets. But production is not the same as adoption.” — Jamie Day, Head of Marketing and Lead Generation, Bannerflow
Day also said that teams should connect creative and media workflows more closely, plan distribution alongside production, and put existing video assets to work for the right audiences.
Sector benchmarks show big variation
The dataset was heavily shaped by iGaming, which accounted for 76.1% of impressions and 63.8% of clicks. That sector concentration means the platform-wide click-through rate of 0.108% should be interpreted with care.
Travel, by contrast, generated 11.0% of clicks from only 4.3% of impressions. Its video share was 12.5% of impressions, and it recorded the highest click-through rate at 0.274%. Telecom ran 24.1% of impressions through video and posted a blended click-through rate of 0.208%, nearly double the platform average.
For media planners, the message is to benchmark against comparable categories and campaign objectives, not a mixed-sector average.
What teams should do next
- Audit video assets against live placements before commissioning more creative.
- Track served impressions, not just produced assets, as the core video adoption metric.
- Match video formats and metrics to the job: reach and viewability for broad-reach campaigns, clicks and conversions for high-intent ones.
- Use sector-specific CTR benchmarks because a dominant vertical can skew the platform average.
The broader lesson for Indian and global marketing teams is operational: creative output is no longer the bottleneck. The next performance gain comes from activation, trafficking and closer alignment between creative and media workflows.
Source: MediaNews4U
