During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

In this Meet the Analyst Webinar, eMarketer’s senior analyst Ross Benes, and forecasting analyst Eric Haggstrom presented our latest CTV ad spending forecast for the US and discussed the challenges advertisers face with this medium.

We estimate that US CTV ad spend will grow even faster this year than last, up 48.6% year over year (YoY) to $13.41 billion. What to look out for: Roku is first up today.

What’s changed: Prior to the pandemic, we’d had high expectations for CTV ad spending in 2020, but they were exceeded. We have updated our estimate for 2020 growth upward from the 34.8% we had expected pre-pandemic. We’ve also boosted our outlook for growth through our entire forecast period.

Remaining OTT and CTV ad dollars will pull from a mix of sources including out-of-home, print, and audio.

The pandemic made viewers more reliant on streaming services, which stabilized CTV ad spending, allowed streamers to raise prices, and led media companies to reorganize themselves. Advertising. In our inaugural CTV ad spending forecast last year, we said that CTV ad spending would grow 28.0% to $8.88 billion in 2020.

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.

Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.