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State of the Screens

Connected TV increases usage 75% 2016 to 2017

By May 15, 2018No Comments

Connected TV (OTT) share of long-form video between 9–10 PM:

Device share of long-form video between 9–10 PM:
Connected TV — 48%
Tablet — 22%
PC — 19%
Smartphone — 11%

Addressable advertising on connected TV is already close to2X linear + video on demand (VOD)!

Share of addressable advertising on TV according to Magna Global:
Connected TV — $1.4B (63%)
2) Linear/VOD — $815M (37%)

Flashback: Connected TV Inventory Explodes, Video Advertisers Enjoy Results

Why do advertisers like connected TV advertising? It is the closest thing to TV ad quality with 97% completion rates and without the viewability issues that have plagued mobile/desktop.

Why do networks like connected TV advertising? The CPMs that they can charge are 3–4X higher than mobile.

Growth rate for addressable advertising on connected TV:
2017 — ↑ 60%
2018 — ↑ 52%

Growth rate for addressable advertising on linear/VOD:
2017 — ↑ 34%
2018 — ↑ 28%

More #1: Hulu’S OTT Inventory Now Included In Nielsen Digital Ad Ratings

More #2: Twitter Weighs Letting Publishers Sell Ads Before Their Videos

More #3: Prime, Apple Prime: What’s Next for Apple and What Does Video Have to Do With It?

More #4: YouTube Is The ‘Sleeping Giant’ Of OTT

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.