Pay TV and Cable Lost 5.8M Subscribers in 2022
by Frankie Karrer
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The last year has seen a rise in the number of consumers watching ad-supported Connected TV content. In fact, by 2024, eMarketer estimates those AVOD service subscribers will make up half of all internet users. And according to a new report from healthcare ad tech firm DeepIntent, there is a reason for that growth—64% of Connected TV viewers prefer watching ads over paying more for content.
TV viewers are also more interested in the personalized ad experience available through Connected TV watching. The study found that 65% of their respondents believe that targeted ads improve their experience, and 57% of respondents believe CTV ads are more relevant than linear ones. Ultimately, according to John Mangano, SVP of analytics at DeepIntent, “What we’re finding is that the presence of advertising is welcomed when it comes to free content.”
CTV To Claim 68% Of 2022 US Digital Upfront Ad Spend
U.S. upfront CTV ad spending will grow 34.6%, to reach $6.41 billion, this year—marking the first time that CTV will account for more than two-thirds of upfront digital video spend, projects Inside Intelligencer’s eMarketer.
Prepare For CTV: The Next Generation
Once relegated to being unable to target, track, and confined to a box, TV ads have broken free into a futuristic world of targeted creative, multi-device attribution, and omnichannel marketing thanks to Connected TV.
CTV Can Provide Greater Media Transparency for Advertisers: Dentsu’s Brad Stockton
Millions of people are hooking up their TVs directly to the internet, giving advertisers a way to reach target audiences that’s similar to digital pinpointing. This delivery mechanism is significant in making the video ad marketplace more transparent to marketers and agencies.
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