1) CTV will be the battleground for control of video advertising dollars – TV buyers are rebranding themselves as video investment teams, and digital buyers believe that CTV should fall under them. Control of the video ad budget is up for grabs, which will be key when linear TV falls below 50% of video spend in the next 4-6 years.
2) Political will set the pace for cross screen video advertising – The 2020 political video ad market will be $5.8B accounting for ≈ 4-5% of the entire U.S. market. Politics has consistently led the way with regards to audience targeting, and we believe that cross screen planning/buying will be added to the mix in 2020.
3) Ad-supported streaming will emerge as a sustainable business model – The success of platforms such as Tubi, Pluto TV, and the Roku Channel will continue in 2020 along with new entrants such as NBCUniversal’s Peacock. These platforms are popular with advertisers because they combine the reach/quality of linear TV with the targeting/measurement of digital. Ad-supported streaming will carry a lower ad load compared to linear TV, which will lead to an overall drop in TV ad impressions.
A few other annual predictions that are worth your time:
1) What TV Advertising’s Top Headlines Mean For Marketers In 2020
2) Our own sports media prognosticator serves up his best predictions for 2020
3) Podcast: Axios media reporter Sara Fischer on what 2020 holds for local news, big tech and the streaming wars
4) Cynopsis: Media Tech Update: Predictions for 2020
5) The Future of Local TV Advertising in 2020
Finally, a few fun reads while you are waiting for your Uber/Lyft tonight:
1) First, the Smartphone Changed. Then, Over a Decade, It Changed Us.
2) The 25 Best Ads of 2019
3) YouTube Reveals Top 10 Most-Viewed Ads of 2019