Average Connected TV spend in 2020 could reach $16 MM per advertiser

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2020, 2:53 AM UTC

Programmatic in-housing is seeing 64% YoY growth.

As per an Interactive Advertising Bureau (IAB) report, the average Connected TV (CTV) spend for 2020 could reach $16 MM per advertiser. Retail buyers of CTV are spending $32.2 million, media and entertainment buyers are spending $31.9 million on CTV and telecom buyers are spending $20.6 million on CTV.

These buyers are the largest CTV buyers. IAB’s report also found buyers shifting spends from broadcast (53%) and cable TV (52%) to CTV. Desktop video advertising could be hardest hit in 2020.

At 86%, brand safety is the most important factor which choosing publishers/digital video brands. Premium content follows at 82% and clear ROI measurement comes in at 80%. Shoppable ads and AR ads are expected to grow at 21% and 33% respectively, YoY.

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