Fully 60% of OTT and connected TV (CTV) ad dollars will come from linear TV budgets this year, according to a November 2020 poll by the Interactive Advertising Bureau (IAB) of US agencies and brand marketers with digital video in their 2021 media budgets. Digital display will be the second-largest source, accounting for 37% of OTT and CTV ad spending.
It includes both linear and video-on-demand (VOD) delivered in this way but excludes connected TV(CTV),smart TV, and OTT. Ad-supported video-on-demand (AVOD): These services include free platforms like YouTube as well as those, like Hulu, that charge a subscription fee in addition to serving ads. Advanced TV: Television paired with technology that allows for new features, components, or uses.