According to eMarketer, online video ad spending should increase 40% this year, and reach $3.1 billion. This will follow a 52% rise in 2011. The dominant video formats this year will be pre-roll and mobile video. A recent Break Media study found that 63% of advertisers plan to buy pre-roll ads this year, about the same as in 2011, while 55% plan to use mobile video ads, up from 39% last year.

According to a study conducted by Break Media, two-thirds of marketers in the US will increase their budgets for online video advertising in 2012. However, the study's findings show that some will be cutting their TV ad budgets to increase their spending on online video advertising. The study examined more than 300 ad agencies and marketers, and revealed revealed that more than 90% of advertisers plan to use video ad networks in 2012. The study further revealed that these advertisers expect to allocate 20% to 41% of total video dollars through ad networks.