CTV Advertising Will Be a $10B Industry by 2021, Says eMarketer
The move to online viewing will give a large boost to the connected TV advertising market, forecasts the researchers at eMarketer. U.S. connected TV ad spend will total $6.94 billion this year, but that will rise to $8.88 billion in 2020 and $10.81 billion in 2021.
With many of the top streaming services being ad-free, popular ad-supported services like YouTube, Hulu, and Roku are poised to reap the benefits, notes Eric Haggstrom, a forecasting analyst with eMarketer.
“Users of these platforms are likely either cord-cutters or cord-shavers," Haggstrom says. "That means some TV ad buyers are willing to pay a premium to reach users who are difficult to reach via traditional TV ads. These platforms are also bulking up their targeting, programmatic, and attribution capabilities in order to attract buyers from the digital world.”
Before it can fully appeal to video ad buyers, the CTV industry has some obstacles to overcome. For one, it lacks a single, commonly accepted measurement unit, such as traditional TV has. Also, CTV's ad targeting, attribution, and programmatic buying features aren't as strong as those offered by other digital ad platforms, he adds.
This year, 195.1 U.S. viewers of all ages will watch CTV content, up 5.3%, and that will grow to over 200 million in 2020, eMarketer predicts.
Brand safety in the digital ad space has always been a fluid issue, and everyone in the industry is coming at it from a different perspective. In order to mitigate issues and prevent future failures, the advertising and digital media ecosystems need total transparency, and must create a set of stricter regulation guidelines.
It's no longer SVOD vs. AVOD, and innovative approaches to both content, subscription formats, and advertising are generating new revenue streams for every business model.
The survey also predicts that linear TV ad spending will drop significantly in the next 12 months, while all forms of advanced TV advertising continue to grow
LiveRamp announced it will acquire Data Plus Math in a deal worth $150 million, paying $120 million upfront in cash, as well as $30 million in stocks at later dates.
Global viewership is up 72.4% year-over-year, and the rate of growth has sped up: Viewing hours increasing 49% faster than they did in Q1 2018.
In 2018, TV was TV, no matter if content came over the air, from cable, or from online. Viewers increasingly saw it all as all the same, and ad buyers were quick to follow.
All eyes are on connected TV: 44% of video ad impressions in Q4 2018 were on CTV, a massive jump from 15% just one year prior.