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State of the Screens

IAB Reports Buyers Want Converged TV Planning and Buying

By May 12, 2022No Comments

Big news: The IAB released a report on the digital video market last week to kick off the NewFronts.

Big question #1: What are the NewFronts?

Quick answer: Digital content companies promote upcoming content to advertisers at the NewFronts.  Think the digital version of the Upfronts.

Big question #2: How large is the video ad market in the U.S.?

Digital video ad spend according to the IAB:
1) 2020 – $26B
2) 2021 – $39B (↑ 49%)
3) 2022P – $49B (↑ 26%)


Big question #3: Which video ad format is growing fastest?

Quick answer: Connected TV (CTV).

YoY growth rate for connected TV ad spend:
1) 2021 – ↑ 57%
2) 2022P – ↑ 39%

Share that consider each video ad format a must-buy:
1) CTV – 76%
2) Social video – 56%
3) National linear – 50%
4) Other digital video – 32%
5) Local linear – 29%
6) Indexed linear – 19%
7) Addressable TV – 19%


Big question #4: 4. Does ad spend for CTV line up with consumption?

Quick answer: No.  CTV is still underbought compared to its reach and time spent.  Part of this can be explained by the fact a higher share of streaming is ad-free (≈ 60%) than linear TV (≈ 20%).

Big question #5: Where is money coming from for CTV spend?

Quick answer: 73% plan to shift funds away from linear TV.


Big question #6: Who currently buys CTV advertising?

Team most responsible for buying CTV advertising according to Mediaocean:
1) Digital – 62%
2) Linear – 23%
3) Video – 10%
4) Other – 5%


Big question #7: What does the future look like?

Quick answer: Converged teams planning/buying linear TV and CTV together.

Share that foresees a converged marketplace for linear TV and CTV:
1) Yes (2+ years) – 46%
2) Yes (<2 years) – 42%
3) No – 12%


Flashback: CTV Leads Digital Ad Growth

Big question #8: What progress are we making towards convergent TV?

Report card for TV/video convergence according to Joanna O’Connell:
1) Tech – B
2) Agencies – B-
3) Media companies – C
4) Brands – C


Big question #9: What are the most important KPIs for CTV advertising?

Top KPIs currently used for CTV:
1) Reach/frequency
2) Brand lift
3) Effective frequency
4) Brand perception
5) Video views/impressions


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.