Summary List PlacementConnected TV (CTV) marketing was a beneficiary of pandemic trends and remains one of digital advertising’s fastest-growing channels. Last year, linear TV reduced in value to advertisers, as cord-cutting sped up and more programmatic CTV stock appeared than ever before.
Consumers have actually significantly cut the cable television cord and invested more time with OTT video, especially video streamed to CTV devices. Naturally, advertisers have followed these viewers to the media channel.
Not just has actually CTV marketing grown throughout the pandemic, but it likewise rose at rates that were among the fastest for any significant sector of the United States digital advertisement market, thanks in part to the broadened availability of its offerings with scaled targeting through programmatic purchasing alternatives, as well as the higher versatility it uses compared with direct TELEVISION.
We approximate CTV investments in the United States grew by 40.6%year over year in 2020, to more than $9 billion. Growth will accelerate this year as costs reaches $1341 billion– a figure that will more than double by the end of our projection duration in2025
Among United States marketers with digital video in their media spending plans, 60%said they were shifting ad dollars from linear TV to CTV and OTT this year, per November 2020 research study by the Interactive Advertising Bureau (IAB). While we expect direct TELEVISION advertisement costs in the United States to increase this year, it will not completely recover from its 12.5%drop in 2015, nor will it ever reach pre-pandemic levels once again.
CTV advertising statistics and 2021 forecast
Prior to the pandemic, we ‘d had high expectations for CTV advertisement spending in 2020, but they were surpassed. We have actually updated our price quote for 2020 development up from the 34.8%we had actually expected pre-pandemic. We have actually likewise improved our outlook for development through our entire projection duration.
Our price quote of the CTV user base in the US has altered, too– we now anticipate 213.7 million individuals to use the web through such a gadget a minimum of monthly in 2021, compared to our pre-pandemic forecast of 208.1 million. In addition, we have actually modified our 2021 figure for standard pay TELEVISION households downward, from the 76.8 million we had anticipated prior to the pandemic to our existing projection of 74.0 million.
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