While traditional TV ad spending will struggle for growth in the coming years, digital video will not. A portion of digital video spend will go to the nascent CTV space, but traditional broadcasters are also developing their own streaming services (with BVOD ad spend rising at a far faster rate than traditional TV spend). Overall, the advertising opportunity for CTV remains small.

US advertisers increased their investments on digital media by almost 15% last year despite a pandemic and recession, looking for flexibility and accountability.

Until services like Netflix carry advertising, the UK opportunity for CTV advertising is relatively small: Broadcaster VOD (BVOD) will account for just 12.6% of total TV and BVOD advertising this year. Read Next.

The UK digital ad market is thriving. It will grow 11.9% this year, reaching £25.84 billion ($35.54 billion). Video will be a big contributor to this growth, as will social network spending, which is being disrupted by the likes of TikTok.

Digital ad spending is exploding in Latin America. It will grow by 34.8% this year to $20.86 billion—a figure more than double the amount spent in 2020. Mobile will be the main growth driver, propelling the region’s digital ad market to new heights over the course of our forecast period.

US digital ad spending is surging thanks to increased investments in video, connected TV (CTV), and ecommerce ads, as well as growing use of programmatic channels. The health of the digital ad market is also reflected in a pendulum shift toward ad-supported video-on-demand (AVOD) services, despite the continuing strength of subscription-based services.

In a recent survey, 58% of marketers said they’ve shifted budget from linear TV efforts to CTV, illustrating how marketing strategy and spending are changing to accommodate this burgeoning channel.

Almost 84% of US households will have connected TVs in 2022, per our forecast, opening the door to shoppable TV. NBC, for example, just launched a series of livestream shopping shows, which could grow spending in the category. We estimate that half of US adults now drive a connected car, which could push in-car spending to $1 billion by 2023, per Gartner.

Pluto TV, a free streaming service operated by ViacomCBS, will receive $786.7 million in net US ad revenues in 2021, a 77.7% increase over the previous year. In 2022, Pluto TV’s net US ad revenues will surpass $1 billion annually for the first time. The growth of Pluto TV’s ad business is reflective of how advertisers are funneling more money toward streaming video.

About two-thirds of the US population are monthly connected TV (CTV) users. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.

Despite how consumers feel about it, politics remains a core part of the social media experience. This report explores how marketers should navigate social in the aftermath of the 2020 US presidential election.

The Global Media Intelligence Report is a concise, detailed compilation of data and insights about internet users’ traditional and digital media usage in 43 key markets worldwide. With very few exceptions, this 2021 edition covers the same range of metrics we featured in 2020, and the consistency of GWI’s methodology enables us to offer precise year-over-year (YoY) comparisons.

This happened despite the likelihood that Roku will see more advertisers flock to connected TV (CTV) as a result of Apple’s privacy changes. Why it’s important: Apple’s iOS privacy updates have had a “modest impact on YouTube revenues,” Alphabet CFO Ruth Porat said—but positive notes like that are outliers.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.