Toto, We’re Not in Kansas Anymore: Why Advertisers are Taking the Road Less Traveled
by Melissa Yap
3 Min Read
Your destination for the latest CTV stats, trends, and insights.
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At the recent FreeWheel Council for Premium Video meeting, which focused on the recent evolution of TV and streaming video, industry experts discussed what the TV advertising world might look like going forward. According to Sabrina Alimi, Director of Advisory services at FreeWheel, streaming services now account for 45% of ad views, in part because streaming can add incremental reach for advertisers. This growth is also due to the recent influx of big networks that have been joining the Connected TV game—this year saw streaming services like Peacock and Paramount+ added to the lineup, and CNN+ is expected to launch in the first quarter of 2022.
Another topic the council focused on was the increased need for accurate cross-device measurement as consumers continue to adopt streaming services to watch their favorite TV content. Right now, 75% of streaming ad views still happen on TV screens, with mobile and desktop splitting the other 25%. As more services and devices are added in the coming years, cross-screen measurement will be vital in helping advertisers understand the results of their campaigns. And, as stated during the meeting by Casey Gould, Senior Vice President of Ad Sales at Crown Media, “It’s incumbent on us to find where our viewers are and where they want to consume content.”
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Top CTV Trends to Look Out For in 2022
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Can Hulu Maintain Its Connected-TV Advertising Dominance?
The Motley Fool
Hulu is the dominant force in CTV advertising. It brought in $2.1 billion over the past 12 months, and eMarketer thinks that number is even higher, expecting it to generate $3.1 billion this year.
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