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State of the Screens

CTV Leads Digital Ad Growth

By May 13, 2021No Comments

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

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.

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