Social network ad spending also spiked in 2021, though not as sharply as search—mostly because social platforms held their own in 2020, while search suffered as many consumers were conducting online searches that weren’t easily monetizable.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

Connected TV (CTV) ad spend will reach $14.44 billion this year, up 59.9% from 2020.

Growth in programmatic display ad spending was resilient in 2020, thanks in large part to the shift from brick-and-mortar to digital retail. Rajeev Goel, co-founder and CEO at supply-side platform PubMatic, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin for the last episode of The Ad Platform to discuss which industries are increasing ad spending fastest, how advertisers are reacting to less Identifier for Advertisers availability, and why momentum in connected TV is exciting.

By the end of 2025, CTV ad spending will be more than half of linear TV ad spending. When we first forecast CTV ad spending in 2019, it was less than one-tenth of TV ad spending. CTV still brings in fewer ad dollars than linear TV, but the former is gaining ground. It will be years before CTV exceeds linear TV in ad spending, but it will likely happen within the decade.

Comscore estimated that the amount of time that people spent watching live TV in June 2021 was about 2.5 times greater than the amount of time they spent watching OTT. OTT streaming can occur on any device. About three-fourths of all OTT streaming worldwide happens on TV screens, per Conviva. Emerging Technologies.

Mobile represents two-thirds of programmatic video advertising, but its share is declining as connected TV (CTV) earns more ad dollars. How fast is programmatic CTV ad spend growing? This year, programmatic CTV will increase by 39.2%, following an 82.4% increase in 2021. What challenges could restrict programmatic video?

This indicates they’ve mostly left the pandemic behind, despite lingering uncertainties over public health and disruptions to ad spending from changes in Apple’s privacy settings and supply chain issues. The share of ad spending is tilting toward video, CTV, and retail media. Video is gaining share thanks to a CTV ad spending surge.

We estimate that broadcaster video-on-demand (BVOD) ad spending will grow by 26.0% this year, for example, to reach £583.9 million ($748.8 million), and will rise by a further 12.4% in 2022.

Hulu raked in $2.1 billion in ad revenues between October 2020 and November 2021, by far the most of any ad-supported video-on-demand (AVOD) platform in the US.

WarnerMedia pivoted to streaming all its theatrical releases in 2020, while Disney and others adopted hybrid approaches that included cinemas and OTT platforms.