95% of Advertisers Plan To Maintain or Increase Programmatic CTV Spend

2 Min Read

What’s the latest in the streaming-vs-cable battle for TV viewers? According to eMarketer, Connected TV has officially passed the tipping point and taken the lead. Not only do ad-supported streaming audiences officially outnumber cable TV viewers, but AVOD viewership is expected to more than double the number of pay TV subscribers by 2027. There’s a very good reason for this shift — 43% of Americans say they’re spending more time with steaming because that’s where their favorite content lives. 

And, according to a new study from The Trade Desk, advertisers know this. This increase in CTV viewership is leading many advertisers to bet big on this growing channel. In fact, 95% of advertisers say they plan to maintain or increase their share of spend on programmatic CTV this year. Many of those respondents (34%) are also planning to let their CTV buys take the lead in their upfronts strategies. With CTV being described as a “must buy” by 65% of advertisers (surpassing all other video formats), it’s clear we’ve entered a new era of video advertising — and Connected TV is the new king.

Connected TV in the News

Warner Bros. Discovery’s Max To Begin Password-Sharing Crackdown Later This Year
Yahoo! Finance
The streaming industry’s password-sharing crackdown has claimed its next victim — Warner Bros. Discovery’s (WBD) Max streaming service. The platform formerly known as HBO Max will begin to restrict the practice later this year, with a wider rollout expected in 2025.

Enough (Ads) Is Enough: Avoiding CTV Advertising Over-Exposure
MNTN Research
With ad channels like Connected TV making it easier than ever to track the results of campaigns served on the TV screen, it’s all the more important marketers heed the ways over-advertising can impact viewer attention and their sentiment towards a brand.

More Video Streamers Will Have Presentations During the TV Upfronts
Forbes
Three “pure-play” streaming providers have scheduled presentations during this year’s TV upfront week, a sign marketers will be investing more of their ad budgets in streaming video.