Commentary

IAB: Per-Advertiser CTV Spend Leapt 22% In 2020, 35% Expect To Increase CTV This Year

Connected TV advertising spending saw its highest gains to date last year and is expected to continue to outpace spending gains in other video formats, according to IAB’s new video ad-spending report, released during Tuesday’s NewFronts presentations.

Average annual CTV ad spending per advertiser rose by 22%, from $16.4 million …

1 comment about "IAB: Per-Advertiser CTV Spend Leapt 22% In 2020, 35% Expect To Increase CTV This Year".
Check to receive email when comments are posted.
  1. Ed Papazian from Media Dynamics Inc, May 6, 2021 at 9:09 a.m.

    If the average CTV advertiser spent $20 million on that "platform" in 2020I wonder what the average advertiser's ad spend was on "linear TV"---$100 million--$200 million? No, it can't be that high because the survey found that only 41% of planned 2021 "video spending will be allocated to "linear TV", including addressable TV and "data-driven TV". Interesting. I wonder how these survey findings compare with actual ad spending tallies by standard industry reporting sources?Since "linear TV" will garner about $65 billion in gross ad investments in 2021 and this is 41% of the  expected total video ad spend, can we assume that the corresponding figure for digital video, including CTV  will be over $100 billion?

Next story loading loading..
About the Author

Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.

Discover Our Publications