CTV ad impressions and spending were up 320% and 390%, respectively, in this year's first half, reports TVSquared.
Amazon and newcomer Discovery+ bucked the
vMVPDs were the only pay-TV segment to see growth during the pandemic, spurred by households' adoption of standalone broadband services.
Consumer and advertiser surveys for The Trade Desk's latest 'Future of TV' report add more evidence of CTV's growing importance to consumers and advertisers.
Content quality is crucial, but other factors are just as important in prioritizing spend in the new arena of ad-supported VOD services.
Comcast Advertising's Larry Allen and Hasan Rahim of Altice's a4 advertising arm shed a bit more light on why several cable and satellite TV operators and Vizio have formed another group devoted to tackling addressable advertising challenges -- Go Addressable -- when three already exist.
According to new Google Play Store data, the YouTube app for Android TV recently surpassed 100 million installs -- double its install base a little over a year ago.
That's up from 76% in 2020 and 64% in 2018 -- and free or cheap ad-supported streamers are pushing penetration ever higher.
Most apps include advertising, but nearly as many also sell subscriptions -- and many add product placement and sponsorships, as well.
Consumers are quite open to ad-supported streaming services -- even if modest fees are involved -- but they're frustrated by the current state of the advertising experience.