As brands recalibrate their media strategies to meet audiences wherever they watch, PadSquad is reporting strong momentum in video adoption tied to demand for immersive, high impact advertising experiences. The company said it recorded seventy percent year over year growth in the number of clients investing in video, signaling a clear shift toward interactive formats that span desktop, mobile, and connected TV environments.
The growth highlights how PadSquad is benefiting from broader changes in digital media consumption. Video viewing habits have expanded well beyond a single screen, with advertisers now prioritizing formats that can deliver consistent storytelling and engagement across devices. During the same period, PadSquad reported spend increases across all environments, with connected TV investment rising fifty seven percent, mobile up twenty seven percent, and desktop up sixteen percent. Together, the results point to a diversified video strategy that reflects how consumers move fluidly between screens.
Market data reinforces this trend. According to recent eMarketer forecasts, adults in the United States are expected to spend more than three and a half hours per day watching digital video across desktop, mobile, and connected TV, excluding social platforms. In response to this sustained viewing time, instream video advertising spend is projected to grow by more than sixteen percent in twenty twenty six. For marketers, the opportunity to reach engaged audiences is expanding, but the challenge lies in delivering messaging that stands out within an increasingly fragmented viewing landscape.
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PadSquad’s own performance data suggests that interactivity is becoming a critical differentiator. The company found that when brands enhance standard video creative with interactive experiences designed specifically for streaming environments, campaign effectiveness improves significantly. Rich media video ads delivered thirty percent higher brand recall, while viewers were sixty four percent more likely to show purchase intent compared with standard video units, regardless of the device used.
“The brands that will define what comes next for video won’t just be chasing screens. They’re designing creative around moments, motivations, and mindsets,” said Lance Wolder, Head of Strategy and Marketing at PadSquad. “Interactivity has become more relevant, more human, and far more effective across every environment. As a result, we’re entering a more intentional era of video advertising, and the growth we’re seeing is a clear signal that advertising is starting to reflect why people are watching, not just where.”
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The company’s results also show accelerating demand for instream formats. PadSquad reported forty six percent year over year growth in instream video revenue, underscoring advertiser interest in video experiences that are both immersive and adaptable across screens. This growth reflects a broader move away from static placements toward formats that invite participation and sustain attention.
For the MarTech ecosystem, PadSquad’s performance illustrates how video strategy is evolving from channel specific execution to experience driven design. By aligning creative with viewer intent and delivering it seamlessly across devices, brands are finding new ways to drive recall and consideration. As video continues to dominate digital consumption, PadSquad’s growth signals that interactive, cross screen video is becoming a core pillar of modern advertising investment.
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