Some CTV perspective: The connected TV (CTV) advertising market has more than tripled since 2019, now totaling $21.16 billion.
- That’s still less than one-third the size of linear TV’s $67.63 billion, but CTV is growing fast. CTV spend will more than double to $43.59 in 2026, while linear spend will shrink to $62.12 billion.
Traditional TV isn’t over yet: Linear audiences are more addressable than ever.
- “Of the remaining pay TV households in the United States, 4 out of 5 are addressable-enabled,” said Mitchell. That means the proportion of linear households targetable by addressable media is larger than ever before.
A tangled web: “The biggest pain is really privacy,” said Mitchell, because it’s external to the ad industry. Privacy-conscious advertisers are sequestering their own first-party data.
- But those walls around data lead to fragmentation issues, as advertisers struggle to look at strategies across platforms. “And therein lies one of the reasons that measurement has been so challenging,” she said.
How do we define advanced TV?
- Advanced TV comprises linear and digital TV paired with technology that allows for new features, components, or uses. Addressable, programmatic, and CTV are all subsets of advanced TV under this definition.
- We only include ads served on TV screens in our advanced TV analysis.
This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.
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November 10, 2022 at 08:51PM
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The tangled web of advanced TV pain points - Insider Intelligence
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