Global connected TV (CTV) ad spending rose 31% in first-half 2022 as compared with 1H 2021, according to Pixalate’s latest CTV/mobile ad supply trends report.
The report, which uses open programmatic ad sales as measured by Pixalate as a proxy for ad spend, does not provide spend by dollar amount estimates, but says global programmatic CTV spend has increased by four times over the past three years.
North America saw 32% year-over-year CTV ad spend growth — just above the 31% global average.
Regions that saw exponential growth included EMEA (up 816%) and Latin America (up 318%).
Fully 94% of all U.S. households are now reachable through open programmatic — up from 86% as of Q2 2021 and 92% as of Q1 2022.
The volume of programmatic CTV apps globally has grown more than two times over the past two years.
CTV ad fraud was approximately 19% — about the same as in Q1 2022, and lower than Q4 2021’s 26%, but up from about 14% in 1H 2021.
Roku remains the dominant device type, with a 44% share of programmatic CTV ad spend. LG devices saw their spend leap by 237%, to reach a 4% global share.
Looking at year-over-year share of voice of programmatic CTV ad sales, LG, Apple, and Microsoft saw large gains, and Samsung followed a gain of 19% from 1H 2020 to 1H 2021 with additional 40% growth in 1H 2022.
But Sony devices saw a 50% drop — on top of a 27% loss between 2020 and 2021.
Samsung followed a gain of 19% from 1H 2020 to 1H 2021 with additional 40% growth in 1H 2022.