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CTV Leads Digital Ad Growth

Big news: The improving economy has led to greater confidence from media buyers.

Share of media planning exercises every six to twelve months according to the IAB:
1) Nov-20 – 19%
2) Mar-20 – 36%

Frequency of revisiting media budgets dropped in Q1 2021


Big question #1:
What ad types are growing share in 2021?

Quick answer: Digital video and specifically CTV/OTT.

Digital video share of media budget:
1) Nov-20 – 13%
2) Mar-20 – 20% 

Digital video is expected to grab the highest share of media budgets in 2021

 

YoY increase in average video ad spending per advertiser according to the IAB:
1) CTV/OTT – ↑ 22%
2) Mobile – ↑ 4%
3) Desktop – ↑ 3%

CTV saw biggest gains in 2020 with 22% growth YoY

 

Expected change in CTV/OTT CPMs relative to linear TV:
1) Increase at the same rate – 61%
2) CTV/OTT increasing faster – 34%
3) Linear TV increasing faster – 5%

Nearly 2 out of 3 buyers see CTV and Linear TV CPMs changing the same rate

 

Big question #2: What do media buyers need help with?

Quick answer: Understanding cross screen reach and frequency.

Share of buyers who lack confidence in cross screen measurement according to Advertiser Perceptions:
1) Lack confidence – 58%
2) Neutral – 22%
3) Confident – 20%

Yet Challenges Remain - Cross Platform Reach and Frequency Key Among Them

 

Big question #3: What is next?

Quick answer: A single platform for planning, buying, and measuring video ads.

Likelihood of single marketplace for cross screen video advertising:
1) Yes (2+ years) – 54%
2) Yes (<2 years) – 30%
3) No – 16%

84% of buyers expect to see a converged video marketplace in the coming years

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