In our 2026 Digital State of the Midwest report, one statistic stood out: since 2022, purchase likelihood after seeing TV or streaming video ads has increased 61%. That growth is driven largely by adults ages 35–54 and households earning more than $100,000 annually — audiences with real purchasing power.

People aren’t just watching videos; they’re letting them influence their buying decisions. And when behavior shifts, performance tends to follow.

Consumption Is Shifting. Results Are Following.

Through Digital State of the Midwest, we surveyed consumers across South Dakota, North Dakota, Iowa, Minnesota, and Nebraska to understand how digital behavior is evolving in our region, specifically with video.

  • YouTube viewing is up 31% since 2022.

  • Social video consumption has increased 39%.

  • Among adults 18–34, 87% report consuming video content.

When feeds, platforms, and algorithms prioritize motion, the creative format directly impacts campaign efficiency. Static placements that once performed reliably are now competing in environments built for movement.

That doesn’t mean static no longer works. But it does mean creative format is no longer neutral; it influences results.

Motion in Action: South Dakota State University

We saw this shift firsthand with South Dakota State University.

For the past few campaigns, one primary audience segment relied heavily on static creative, while the majority of segments used video and animation. This year, we transitioned those remaining static elements to animated formats — without changing audience targeting, media placements, or overall strategy.

In the first few months alone:

  • Engagement increased by 146%

  • Conversions increased by 501%

When results shift that significantly from a single change, it’s a strong signal. Creative format isn’t just a brand choice. It plays a real role in performance.

The Takeaway

Static creative still has a place. But as video becomes the dominant format across platforms and purchase intent tied to video continues to rise, motion increasingly contributes to measurable results.

The opportunity isn’t simply to “add video.” It’s to evaluate whether your current creative mix matches how audiences are consuming and responding today, and make modifications where necessary. When format aligns with behavior, performance follows.

Turn Engagement into Performance

Video is driving measurable results, but only when it’s used with intention. Let’s take a look at your current campaigns and identify where motion could improve engagement and conversions.

Let's Connect

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