So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Your destination for the latest CTV stats, trends, and insights
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Connected TV advertising is one of the few ad channels that benefited from the new normal caused by the pandemic. Around 213.7 million people use the internet through CTV devices monthly in 2021, and that number is only expected to grow as more consumers cancel their linear subscriptions in favor of streaming through Connected TV. A new article from Business Insider reveals that advertisers are taking notice – among US marketers with digital video in their media budgets, 60% said they will shift ad dollars from linear TV to Connected TV and OTT in 2021.
And not only did Connected TV advertising grow in popularity during the pandemic – it rose at rates among the fastest in any segment of the U.S. digital advertising market. This was in part due to the increased availability of CTV offerings as well as the flexibility of this channel. In fact, Connected TV investments in the U.S. grew by 40% year-over-year in 2020, reaching more than $9 billion. As consumers continue to cut-the-cord and make the switch to CTV and OTT devices and subscriptions, advertisers are obviously eager to follow them to their new media channels.
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