Connected TV Marketing Association @CTVMA

Programmatically sold advertising on connected TV is expected to reach $155 billion in 2021 and is forecast to grow to $323 billion globally by 2025, accounting for nearly three quarters of the global programmatic spending. Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. The use of software and algorithms helps streamline the ad buying process on connected TV. With today's technology and the rise of streaming, the CTV experience is significantly more advanced than ever, with more brands preparing to execute with programmatic.  Broadcasters have been on this transformational journey too, with their transition to programmatic and launching new AVOD offerings. Because the process is automated and the maximum price each advertiser is willing to bid fo...

Growth in digital video advertising on CTV is expected to reach 56% of total video spend this year. Nearly three quarters (73%) of CTV buyers report shifting media budgets from linear to CTV. Connected TV experienced its highest gains in ad spend during 2020. Advertisers spent on average $20 million on CTV, and 35% of buyers expect to increase their spend in 2021. Moreover, in 2021 more than half of budget allocations 56% are expected to be devoted to digital video on CTV. The movement to audience-based buying in particular has resulted in increased buyer demand for CTV. Brand safety was one of the key drivers for buyers on CTV, with 60% of media buyers rating CTV a highly trusted, brand-safe environment. Categories with the highest spend per advertiser include auto, CPGs, furniture, accessories and direct retail brands. Pre-play streaming services are forecast to receive the biggest increase with 37% of buyers planning to spend more on ad-supported video content (FAST/AVOD).

Connected TV Marketing Association's support of UID2 industry vision for a post third-party cookies privacy-first led ad world just moved one step closer with the delegation of Unified ID2 from the IAB Tech Lab's PRAM work group.  CTVMA will include the UID2 protocols in its 2021 Code of Conduct Guidelines and Compliance Report as part of any future independent administrator proposal. Visit the newly launched www.unifiedid.com website for UID documentation, integration workflows and case studies in our resources hub. If you're an advertiser or publisher looking to take your targeting and measurement to the next level. AdExchanger's Regularly Updated Guide to ID2