Connected TV Marketing Association @CTVMA

  Ad Loads for Optimising In-Stream and Out-Stream Video Ads In September, we published the IAB Tech Lab guidelines for digital video and connected TV ad formats, and these guidelines introduced a new distinguishing characteristic that separates in-stream and out-stream video ads.  The coming year promises significant change and equally significant growth for advertising-based streaming services. Programmatic CTV advertising is set to benefit from this growth – if CTV services and advertisers can take advantage of the major trends. Ad loads on AVOD services have historically been lower than traditional linear television ad loads.  That’s going to change somewhat in 2023, as more advertisers turn their attention – and their ad budgets – to streaming services. To accommodate a growing number of advertisers, some AVOD services will increase the number of ad slots available, while remaining below linear TV’s oppressive ad load.  The automation of CTV advertising will ...

Free Ad-Supported Television (FAST) revenues are set to reach $12bn in 2027 Free Ad-Supported Streaming Television (FAST) revenues are set to reach $12bn in 2027 according to new research, as Samsung, Roku, LG and Paramount’s Pluto TV secured rapid consumer uptake synonymous with CTV growth.  FAST numbers continue to grow as consumers look for cheaper ways to meet their entertainment needs. FAST platforms allow broadcasters and content owners to make more money as advertisers increasingly look to support these platforms – estimated by Harmonic at $0.60 to $1 for every hour a consumer watches.  FAST offers your viewers the best of both worlds, letting them access free, yet personalized, programming through a digital platform that works similarly to other streaming services. FAST is one of the most steadily growing methods of media consumption as customers look for wallet-friendly alternatives to high-cost cable packages and multiple streaming services. By tapping into the trend...

The CTVMA's Future TV Council has moved to support the recent  Media Rating Council's (MRC) announcement on universal definition standards for over-the-top (OTT) content as part of the Connected TV advertising ecosystem model for sever-side ad insertion (SSAI) and streaming TV content. With CTV sets currently being the dominate global device for viewing streaming video on-demand (SVOD) in the home, the Connected TV Marketing Association will announce CTV+ (plus), as part its upcoming Streaming Video Platforms Report 2022.  The report encompasses the most recent video glossaries from global supply-side and demand side platforms with publishers, including the IAB Tech Lab .

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...

The CTVMA is supporting the world's most effective human verification engine, HUMAN. Human recently became the first to receive accreditation from the Media Ratings Council (MRC) for pre and post-bid protection against Sophisticated Invalid Traffic (SIVT) for desktop, mobile web, mobile in-app and CTV. CTV ad fraud affects more than two million devices every day around the world and costs advertisers more than $5 million a month. Invalid traffic accounts for 24% of all programmatic CTV views.  As part of our Code of Practice to combat SSAI ad fraud the CTVMA has been conducting international ad trials across ad platforms for verification standards to protect publishers and advertisers. Adoption of standard naming convention IDs are also helping to prevent the duplication of ad inventory across platforms. Human works directly with the largest internet platforms, DSPs, SSPs and exchanges to verify the humanity of more than 10 trillion digital interactions each week. Findings from the...