Connected TV (OTT) share of long-form video between 9–10 PM:
1) 2016–35%
2) 2017–48%
Device share of long-form video between 9–10 PM:
1) Connected TV — 48%
2) Tablet — 22%
3) PC — 19%
4) 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:
1) 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:
1) 2017 — ↑ 60%
2) 2018 — ↑ 52%
Growth rate for addressable advertising on linear/VOD:
1) 2017 — ↑ 34%
2) 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?
