What the World Cup and Black Friday Say About the Future of Ads
by Stephen Graveman
4 Min Read
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As streaming continues to grow in popularity among consumers and account for more viewing time than ever, many advertisers are looking to follow their audiences to Connected TV. According to Business Insider, Connected TV investments in the United States reached $9 billion in 2020, an increase of 40.6% over the previous year (beating the 34.8% increase that was expected). Business Insider believes that growth will continue accelerating – reaching $13.41 billion this year, and more than doubling by 2025.
With streaming’s growing popularity among advertisers, marketers who are currently advertising on linear and streaming TV should consider shifting their budgets even further. Justin Evans, global head of analytics and insights at Samsung Ads, believes it’s time to rebalance TV budgets to fit consumer behavior, “Streaming-enabled homes is a much larger group and, by the way, it’s a growing group. That’s not the group you want to shortchange with your advertising delivery.” He suggests that advertisers who are currently advertising on linear need to start dedicating at least 40% of their TV advertising budgets to streaming, in order to best capitalize on this growing Connected TV audience.
NBC SNBCUniversal Pushes for Independent Measurement, Intensifying Pressure on Nielsen
As Nielsen continues to face the fall-out from its national television audience undercounts, including a possible loss of accreditation, one of its longtime customers is pushing for the industry to find measurement alternatives.
Predicting the Future & Effects of Digital Ad Growth
COVID-19 brought a major disruption to the 2020 upfront season and accelerated the shift to digital and cross-platform ad buying.
NBC Sports U.S. OTT Video Subscriptions To Leap 20% By 2026; Younger Viewers Driving Churn
Now that the Olympics have concluded, NBC Sports is taking the wraps off its new sports technology division, Over-the-top video subscriptions in the U.S. will increase from nearly 230 million this year to more than 277 million in 2026, or more than 20% in five years, Parks Associates projects.
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