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