(Our CTV ad spend forecast excludes network-sold inventory from traditional linear TV and addressable TV advertising on IPTV boxes.) TV ad spending will also get a boost because of the increased addressability of linear TV inventory and better ad performance measurement. Prediction. IPTV’s growing penetration among cable subscribers will boost the CTV ad market.

That said, linear TV’s dominance is beginning to wane as advertisers shift spending toward digital formats—most notably, digital video and CTV. Data from a February 2021 Xandr survey in partnership with the Interactive Advertising Bureau Brasil (IAB Brasil) paints a compelling picture of CTV’s potential growth in Latin America.

Shipping costs, including freight and fuel, are on the rise, while inflation has driven product costs up.

For years, TV ad sellers have talked about making their ads more targetable and adding automation and other data-driven capabilities to their buying process.

Roku held a 38% share of the US connected TV market share in 2020, according to NPD data viewed by the Associated Press, making it the leading smart TV platform in the US.

They’ll experiment by investing in first-party data strategies, building customer data platforms, and testing alternative identifiers like Unified ID 2.0. Swelling marketing and data budgets will stymie digital ad spend growth in the short term. Some insurers may temporarily put more weight and intelligence in offline channels while they find their digital footing.

Creator-Driven Video Will Draw More Attention. US consumers spend more time on creator video than brand video on social media. Videos by influencers accounted for 76% of the nearly 2 trillion minutes US consumers spent watching social video in Q4 2021, per data from Tubular. That was well ahead of both brand video and media company video.

India was previously in line to lead the world in both total and digital spending growth in 2021, but we slightly downgraded our estimates when pandemic-driven pressures on the Indian economy constrained the ad rebound. India will now rank second and fourth in those categories, respectively. We still expect India to lead the world in digital ad spending growth next year.

Recent gains in direct-to-consumer (D2C) ecommerce sales are being driven more by incumbent brands than disruptors. What can they learn from each other about building brands in the digital age?

Between September 2020 and May 2021, adults ages 18 to 34 watched 8.7 hours of live TV weekly, which was about a quarter of the amount watched by those 55 and older, according to Numeris tracking data cited by Thinktv. Canada Viewership Distinctions.

Renewed interest in current affairs has driven increased engagement with news in particular. According to March 2020 data from the Ad Alliance and Mediengruppe RTL Deutschland, 33% of consumers in Germany ages 16 and older were watching free-to-air TV channels more frequently since the virus outbreak, and 29% accessed the media libraries of TV broadcasters more often.

Aggregators like Thrasio—which has acquired hundreds of successful brands that sell on Amazon and puts them on steroids with data-driven marketing and advertising strategies—are also introducing net new ad spending into the platform. Amazon’s Accelerating Digital Ad Revenue Growth Signals Opportunity for Brands.