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    Connected TV

    Ad Spend is Expected to Shift from Linear TV to Digital

    Your destination for the latest CTV stats, trends, and insights

    Ad Spend is Expected to Shift from Linear TV to Digital

    2 Min Read

    With more and more people watching their favorite shows and movies through streaming and Connected TV services, many brands and advertisers are looking to the ever expanding digital streaming platform services to make that contact. In fact, 88% of marketing and media professionals believe that advancements in OTT and Connected TV technology will accelerate the shift in ad spend from linear TV to digital in 2021.

    According to The Trade Desk, big brands are starting to take notice of this shift. Their research reveals that 60% of linear TV ad buyers are planning to spend less at the upfronts this year. The Trade Desk attributes this change to the more data-driven technology available on Connected TV advertising platforms, which many advertisers are interested in exploring over the less flexible traditional TV business. Jeff Green, the chairman-CEO of The Trade Desk, explained that one client expressed that the upfront TV model is the most disconnected area of media and business today. So as advertisers, consumers and networks alike continue to transition to CTV platforms, marketers should also be looking into adding the flexible and performance-based capabilities of CTV advertising to their marketing mixes.

    Connected TV in the News

    Disney Shows Off New Programmatic Offerings Ahead of Upfront
    Adweek

    Disney is serious about changing the way it does business with marketers, and it’s making a serious effort to expand its advanced advertising transactions in this year’s upfront.

    Video Streamers Record 47% Higher Paid Ads In Last 3 Months
    MediaPost

    Premium video streamers’ national TV efforts have risen dramatically over the last three months –– 47% higher in estimated paid spending and media value from TV on-air promos.

    Roku Acquires Nielsen’s Advanced Video Ad Unit, Companies Form Alliance To Boost Streaming Targeting
    Deadline

    In a move that will bolster Roku’s advertising capabilities, the streaming company has acquired Nielsen’s Advanced Video Advertising unit.

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