50+ Media Companies Are Already Selling Spec-First. Here's What They're Winning.
The State of Spec Video: H1 2026
This is an industry report on the motion reshaping local advertising. $5.9M+ in ad spend influenced, the verticals winning, and the plays behind them, drawn from a sample of 400+ real wins.
What's inside:
- Why spec-first selling became the motion in H1 — and who's running it
- How spec video wins at every stage of the funnel, from first outreach to onboarding
- The verticals winning the most ad spend, ranked
- The anatomy of a spec spot that closes
- Where the H2 opportunity is — the whole funnel, CTV, and renewals
- A five-step playbook to get in the game
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