Programmatic CTV is in its Consolidation Phase
CTV advertisers seek cost-efficiency via supply consolidation, parameterization and single ad server to reduce bid duplications and ad repetitions.
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Q3 National TV, Video Ads Sink 3.2%: Madison and Wall
U.S. linear TV ad spend was $61.31 billion while CTV/digital advertising saw an 11.6% increase to a total of $25.09 billion in Q3 this year. Political ad spend grew 2.5% compared to four years ago, with a major spike expected during even numbered years due to elections. Traditional sellers saw a 5.6% decline and national TV/video advertising experienced a 3.2% drop, while local TV ad spend declined 2.8%.
Read MoreVizio Vs. Roku: Comparing Platform Businesses Q3 2023
Vizio is outperforming Roku in Q3 2023, with 12% higher engagement and 9% higher ARPU. Despite a tough ad market, Vizio has leveraged the home screen to capture more revenue and increase its ARPU by 14%. Conversely, Roku saw a 7% decline and higher Platform+ revenue from strong home screen revenue.
Read MoreAn Analysis of Amagi’s Global FAST Report: Growth, Current Challenges and Future Recommendations
The Amagi FAST Report reveals potential growth for the Free Ad-supported Streaming TV (FAST) model with estimated 1.1bn users and $12bn revenue by 2027; Ragul Thangavel is an engineer-turned-writer experienced in media, OTT tech, video production who now drives innovation at CTV offering addressability and interactivity.
Read MoreNbcuniversal Aims to Democratize CTV Through More Accessible Tech for Ad Buyers
NBCUniversal offers streaming inventory and products like Amazon S3 & LiveRamp’s Safe Haven, & PAM to help smaller brands reach 180 million monthly users. PAM will soon include first-party data & outcome measurement.
Read MoreHow YouTube’s CTV Offering Does (And Doesn’t) Look Like Traditional TV
YouTube is offering a 30-second, unskippable ad format for CTV viewing, combining TV creative with YouTube’s creative best practice framework. This allows brands to both maximize efficiency in media buying and optimize campaigns according to business goals.
Read MoreThe Great Divide for Streaming Video – Industry Voices: Buffone
Vevo has partnered with Publica to expand its CTV inventory and add programmatic capabilities. It uses ad pod decisioning and competitive separation for a better user experience. By 2025, 89% of CTV ad spend is likely to be programmatic.
Read MoreNearly 7 in 10 UK Consumers Prefer Free Ad-Supported Streaming Over Subscription Streaming Services
UK consumers are moving away from linear TV towards ad-supported streaming services. 68% choose free content over a subscription, and Smart TV apps are the top choice for live TV. Consumers are cost conscious: 36% cancelling or expecting to cancel a subscription in the next 12 months, while 13% add a free ad-supported service.
Read MoreMagnite Earnings
In Q3, Magnite’s CTV revenue fell 6% YOY to $52.5 million. CEO Michael Barrett believes CTV revenue will grow in 2024, despite a soft start for Q4. Travel was the strongest category, while retail, financial services and media/entertainment suffered due to actor strikes. SpringServe video ad server and ClearLine features should help boost CTV ad spend next year. Prime Video’s ad-support tier and live sports events are also expected to drive growth.
Read MoreThe Trade Desk Delivers $493 Million in Revenue in Q3 Amid Market Challenges
The Trade Desk reported quarterly revenue of $493 million, up 25%, exceeding projections. CEO Jeff Green credited precision and transparency for a successful quarter and looks ahead to further success in 2024 with CTV, shopper marketing, and ID2 initiatives. OpenPath and Kokai launches allow advertisers to better target audiences, providing the most effective marketing for clients.
Read MoreGlobal Budgets Set to Swing Towards Video and CTV in 2024
Major brands are increasing global media budgets in 2024, with digital video and connected TV being the main beneficiaries. 60% of advertisers are planning a rise, 14% expecting a significant increase. This contrasts with last year’s 29%. Despite economic uncertainty, brand building is still seen as important–35% plan to increase branding spending.
Read MoreWhat’s the Frequency, Google? How Comscore Proved YouTube’s CTV Worth
YouTube’s Super Bowl LVII campaigns achieved 88% reach among adults 18-49, significantly outperforming linear TV (68%). Comscore found a 64% increase in CTV hours watched since 2020, emphasizing the importance of mixing campaigns between YouTube and linear TV for best results.YouTube’s Super Bowl LVII campaigns achieved 88% reach among adults 18-49, significantly outperforming linear TV (68%). Comscore found a 64% increase in CTV hours watched since 2020, emphasizing the importance of mixing campaigns between YouTube and linear TV for best results.
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