The Amazing Streaming Balancing Act
by Cat Hausler
6 Min Read
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It’s common knowledge at this point that Connected TV devices have been growing in popularity among consumers. According to research from eMarketer, around two-thirds of the US population are now monthly CTV users. This user base is spread out among their reported age groups, though younger viewers are more likely to use Connected TV—80% of consumers aged 25-54 reported they watch content on Connected TV, as opposed to 40% of seniors. And the time spent watching streaming on Connected TV has also increased. In 2021, US consumers spent 80 minutes per day with subscription CTV video (up 8.7% over the previous year).
Last year saw a similar increase in programmatic transactions through Connected TV. eMarketer found that 7 in 10 CTV ad dollars were transacted or fulfilled programmatically in 2021, which equates to around $10.29 billion. This increase led to Connected TV ad spend accounting for about one-tenth of total US display programmatic spending. And advertisers are continuing to invest in programmatic—54% of advertisers said they were increasing their programmatic CTV investments in 2021, while just 7% would decrease programmatic ad spend. There are a number of reasons for this increase, including easier campaign targeting and better pricing, and ultimately it looks like advertisers will continue to be hopeful about programmatic’s role in CTV advertising’s future.
Ad Tech Company MNTN Acquires QuickFrame
To bolster its efforts in the connected TV space, marketing platform MNTN is acquiring video creation platform QuickFrame. This is MNTN’s second acquisition in seven months, following the purchase of Ryan Reynolds’ creative advertising company, Maximum Effort.
Networks And Advertisers Are Looking To Replace Nielsen
With Nielsen under fire and the TV advertising upfronts only a few months away, several prominent content providers have announced partnerships with alternative audience measurement companies and partnering with ad agencies to evaluate the results.
What’s Shaking Up the World of TV for Media Buyers in 2022?
It’s no secret that how people consume video is changing rapidly, with a wealth of new content now being viewed through TV screens. This provides challenges and opportunities for agencies and clients alike.
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