CTV saw its highest gains to date in ad spend in 2020: 22% growth year-over-year

Connected TV is the Driving Force in 2020 Digital Video Advertising Spend
04 de mayo de 2021

Digital video advertising growth continues, and is expected to represent more than half (56%) of total video spend projected in 2021. Connected TV (CTV) continues to outpace other formats and shows no signs of slowing down, according to IAB's "Video Ad Spend 2020 and Outlook for 2021" report, released at the IAB 2021 NewFronts.

Nearly three quarters (73%) of CTV buyers report shifting budget from broadcast and cable to CTV in 2021. Advertisers, on average, spent $20M on CTV in 2020, and more than a third (35%) of buyers expect to increase CTV video ad spending in 2021.

"This is a bellwether moment in media that reflects the continued acceleration and shift to digital," said Eric John, VP of IAB Media Center. "While we are seeing growth across all digital video, the movement to more audience-based buying approaches has resulted in increased buyer demand for CTV."

Buyers cite premium, high quality content, as well as targeting, and brand safety as the key benefits of CTV. Sixty percent of advertisers rated CTV highly on providing "a trusted, brand safe environment," and nearly half (46%) cite targeting as a key benefit of CTV. In terms of expected category-specific spend on CTV in 2021, buyers are optimistic for Health and Wellness (+144%), Finance (+97%), Travel (+92%), Telecom (+71%), and Media and Entertainment (+48%). When it comes to mobile, buyers expect to increase spend in Health & Wellness (+181%), and in Fashion / Apparel (+81%) as well.

"Video Ad Spend 2020 and Outlook for 2021" can be downloaded here.