Connected TV (CTV) advertising has evolved from a brand-new way to reach consumers into one of the fastest growing ad channels, but it hasn’t been without growing pains. Learn what CTV features marketers expect will improve in the next one to three years, according to new research from MNTN.
Article
| Nov 9, 2023
It’s been a year since Netflix launched its “Basic With Ads” tier, joining an increasingly cluttered landscape of ad-supported streaming platforms. Netflix leveraged a year of solid connected TV (CTV) ad spend growth, cost-conscious consumers, and Hollywood strikes that emphasized the value of a deep existing catalog to grow its ad supported plan to 15 million global monthly active users, according to a company post. Here’s a look at what’s new, what’s working, and what needs more attention at Netflix.
Article
| Nov 14, 2023
Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn’t so simple.
Article
| Nov 8, 2023
Forecasts
| May 2, 2023
Source: Insider Intelligence | eMarketer
The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.
Report
| Apr 19, 2023
Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.
Report
| Apr 26, 2023
Forecasts
| Apr 28, 2023
Source: Insider Intelligence | eMarketer
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| Dec 1, 2023
Source: Insider Intelligence | eMarketer
Chart
| Dec 1, 2023
Source: Insider Intelligence | eMarketer
Report
| Mar 31, 2023
Report
| Mar 30, 2023
Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they’re maximizing ad value by thinking of CTV differently, experts suggested at last week’s Advertising Week New York.
Article
| Oct 24, 2023
Retail media and connected TV (CTV) are like peanut butter and chocolate, Danielle DeLauro, executive vice president at the Video Advertising Bureau, said at Advertising Week New York last week. “Together, there’s nothing better.”
Article
| Oct 23, 2023
Forecasts
| Mar 29, 2023
Source: Insider Intelligence | eMarketer
Time spent with CTVs will grow 8.3% this year, to reach 2:16 per day. CTV time—which does not include traditional cable TV viewed via a CTV, but does include all forms of streaming OTT, virtual multichannel video programming distributors, apps, and audio accessed via a CTV—has risen rapidly in recent years. But it will still trail mobile device (phone and tablet) time spent by 1:43 per day in 2024.
Report
| Mar 21, 2024
AI, retail media, and CTV: What you missed at POSSIBLE 2024. Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, reported subscriber numbers of major pay TV providers, and demographic and socioeconomic factors.
Article
| Apr 19, 2024
Most FAST services are available via any internet-connected screen, but Roku’s connected TV (CTV) leadership gives it an edge. Roku’s CTV devices and smart TV operating system are extremely popular and give users an immediate, frictionless way to watch The Roku Channel. This differentiates Roku from the otherwise very similar FAST services on the market and helps explain its viewership advantage.
Report
| Apr 9, 2024
Forecasts
| Feb 28, 2024
Source: EMARKETER Forecast
Forecasts
| Mar 25, 2024
Source: EMARKETER Forecast
OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.
Report
| Dec 15, 2023
Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works—and what doesn’t.
Article
| Oct 16, 2023
Forecasts
| Dec 15, 2023
Source: Insider Intelligence | eMarketer
Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.
Report
| Nov 15, 2023
Most FAST services are available via any internet-connected screen, but Roku’s connected TV (CTV) leadership gives it an edge. Roku’s CTV devices and smart TV operating system are extremely popular and give users an immediate, frictionless way to watch The Roku Channel. This differentiates Roku from the otherwise very similar FAST services on the market and helps explain its viewership advantage.
Article
| Apr 16, 2024
OTT video viewing is about to get a boost in the UK, as traditional TV viewing gets a broadband delivery option next year.
Report
| Nov 9, 2023