However, this doesn't signal a downturn, as CTV is still forecast to rise to over $28 billion by 2025. The dip in CTV programmatic advertising reflects the rise of free ad-supported streaming TV (FAST) channels and ad-based video-on-demand (AVOD) tiers, like those introduced by Netflix and Disney+. These additions broaden the number of CTV ad units, leading to lower costs per thousand views (CPMs).

These include music/audio; ownership of a wide range of gadgets including PCs/laptops/tablets, TV streaming sticks/devices, VR headsets, smart home products, game consoles, and smart TVs; and traditional media like magazines. Chile is also second in Latin America in various time spent categories.

Explore developing ad opportunities for CTV. CTV spending hasn’t kept pace with consumer time, meaning the ad industry is in catch-up mode. Most marketers budget for social media advertising separately from TV/video, but the rapid growth of ad-supported CTV subscription tiers and development of the underlying CTV ad tech mimic the early days of social.

AI, CTV, and private label propel retailers to the top of our ‘unofficial’ February most interesting retailers ranking. Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.

Connected TV and programmatic video ad spending continues to exceed expectations in the US.

US adults will spend an average of 230.3 minutes per day on mobile in 2023, according to our forecast. While they will spend less time with connected TV (CTV), at 114.9 minutes per day, the gap between CTV and mobile is shrinking.

Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.

KEY STAT: In 10 years, smartphones and connected TVs (CTVs) have transformed digital advertising, growing to account for over three-quarters of US programmatic ad spending. Ten years from now, AI and ad tech consolidation will have reshaped the market yet again. Executive Summary. The programmatic market is on the brink of a new era.

Advertisers are now following consumers as they shift their media habits to social media and connected TV (CTV). Search and display ads are essential to this industry. Patients turn to the internet with general or very specific queries on health matters. But they’re branching out to use social media for those searches, too.

Within digital, CTV will capture nearly half of outlays. But in contrast to advertising as a whole, most political ad spending will still go to traditional channels, led by TV. The $12.32 billion in political ad spending represents an increase of 28.7% from the 2020 presidential election cycle, which fell just short of $10 billion.

US adults spend nearly 3 hours a day watching linear TV and nearly two hours watching connected TV, according to our forecast. Viewers are moving to CTV, and so are advertisers. Learn how to cash in on this seismic shift during our free webinar on July 12. Sign up here.

Smart TV owners. Average time spent with media. Traditional media users. TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. The Middle East and Africa has stayed mostly consistent in penetration rates and time spent with media, despite small decreases across the board.

Connected TV (CTV) could serve audio ads. The average listener already spends 8 minutes per day listening to streaming audio from CTVs. Some of that comes from video services—like YouTube—that are major media for streaming, including podcasts.

US consumers will form new patterns of device use as pandemic norms become habits that are here to stay. This includes usage of mobile and other devices returning to pre-pandemic growth levels. Our forecast for time spent with mobile, connected TV, and other devices show businesses where they should invest.

Linear upfront spending is expected to remain flat for the foreseeable future, but marketers are increasingly turning to connected TV (CTV), with advertisers projected to spend more than $8 billion on CTV ads at this year’s upfronts and NewFronts.

US digital video viewer penetration (59.6%) and connected TV user penetration (47.3%) is lower for US children under 12 than it is for any age group under 65, but that’s likely because many members of the generation are infants. While we don’t forecast the use of two screens at once for children, prominence of second-screening increases as people get younger, per our February 2024 forecast.

Ownerships rates for tablets (46.5%), game consoles (37.8%), smart TVs (63.4%), and smartwatches (29.7%) far exceed the regional average in Asia-Pacific. Chart Overview by Country. Australia. China. Hong Kong. India. Japan. New Zealand. Philippines. South Korea. Taiwan.

“A lot more money is starting to flow into [shoppable media] because it is so effective and because ad options are growing,” including new formats on connected TV (CTV), Cramer-Flood said. “CTV viewers are used to QR codes on ads, but click-to-order will be commonplace soon as well,” Cramer-Flood wrote in his Forecast Trends to Watch in 2024 report.

More streaming viewers are adopting ad tiers. 4 ways to enhance your CTV ad creative and avoid consumer fatigue. Note: Data was provided to Insider Intelligence by DISQO. Methodology: Data is from the January 2024 DISQO report titled "Ad-supported Streaming TV: Optimizing brand experience in the fast-evolving streaming landscape." 17,788 US adults ages 18+ were surveyed during December 28-30, 2023.

US advertisers are dedicating more of their display budgets to digital video as social video and CTV advertising climb to new heights.

Smart TVs are used by 61.9% of US connected TV (CTV) households, making them the top CTV device by far, per Comscore CTV Intelligence. In second and third place are Amazon Fire TV (29.1%) and Roku (28.4%), respectively.

B2B marketers must remember that their buyers are still consumers and should market to them using tactics that already work for B2C such as using engaging creative and leveraging connected TV and social media. Use this chart:. Evaluate B2B marketing strategies. Enhance product discovery tools. More like this:. Retailer SMS marketing gets a boost from generative AI.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

But like I said, they've already eaten, so they're just kind of doing it to be polite, so these are the CTV people. So, you're going to have your NFL, your OTT in general, you're going to have your Prime Video, and you're going to have your Freevee, and your FAST Channels, so all of those people are basically contributing to this CTV portion or drawing from that CTV portion.