In Q4 2020, ad impressions for DSPs, ad networks and other programmatic media aggregators surpassed those of premium publishers for the first time in Extreme Reach's tracking. And CTV lost its dominant share of impressions among digital devices, as mobile hit 40% to CTV's 35%.
While spending on CTV/OTT continues to grow, 51% of advertisers still say they view linear TV as the most valuable video platform. And when big advertisers buy CTV, they favor options available through the TV network companies.
A look at vMVPDs' shares of subscriptions and sign-ups, resubscribe and trial conversion rates, and more, courtesy of data from Antenna.
The growth of connected-TV devices and stay-at-home dynamics are expected to boost streaming viewership and engagement opportunities, says one digital ad-tech exec.
The once-in-decline vMVPD sector could become the dominant successor to traditional pay-TV - if the key players don't get too greedy.
Total video advertising impressions rose 42%, reports Innovid.
CTV programmatic video ad spend is set to leap by 54%, and CTV and digital video/OTT are by far the media most-cited as priorities by the buy side. And despite frequent reports of high CTV ad fraud, linear and social media are perceived as more prone to the biggest industry challenges.
Struum, the still-in-development, ClassPass-like hub for niche streamers from high-profile founders and backers including Michael Eisner, is likely to be one of a growing number of models for aggregating streamers, or their content, in 2021.
New research confirms the growing popularity of so-called freemium services - hybrid business models that combine free, ad-supported content with a premium subscription tier.
As with AVOD, consumer adoption of free, ad-supported TV is expected to pick up in the coming year. Meanwhile, the industry will push to implement viable alternatives to cookies, and perhaps make some headway in the long battle to establish uniform audience definitions and measurement and attribution standards.