2021年联网电视发展报告（英）-16页_6mb

CTV Accelerated: Summary

Core Content

The Connected TV (CTV) industry has experienced rapid growth and transformation, especially accelerated by the impact of the 2020 pandemic. TVSquared, a leading TV measurement and attribution platform, has observed a significant increase in CTV ad impressions and spend, with the market evolving in terms of both adoption and measurement capabilities. As the world transitions into a post-pandemic era, CTV is becoming a central pillar of advertising strategies, with marketers increasingly embracing it for reach extension, audience engagement, and performance-driven outcomes.

Main Points and Key Insights

• CTV Growth During the Pandemic:

  • CTV ad impressions increased by over 80% from Q120 to Q420, with a 84% rise in Q121 compared to Q120.
  • The shift to CTV was driven by the need to reach audiences during lockdowns, with streaming services becoming the primary medium for ad spend.
  • Q220, the initial lockdown period, saw the highest spike in impressions, indicating a strong correlation between pandemic restrictions and CTV adoption.

• Marketer Adoption and Strategy:

  • 65% of marketers plan to increase CTV spend by 5–20% in 2021, while 20% plan for more than 20% growth.
  • Incremental reach is the primary driver for CTV advertising, with 70% of marketers citing it as their main reason.
  • Performance and outcomes are the second most important factor, with 16% of marketers prioritizing these.
  • The number of platforms used for CTV campaigns is increasing, with 18% of marketers currently running campaigns across 6–10 platforms, and this is expected to rise to 30% by 2022.

• Platform and Publisher Diversity:

  • Over 150 publishers were measured by TVSquared in 2020, reflecting the fragmented CTV landscape.
  • Dedicated streaming publishers accounted for 45% of CTV impressions, while Broadcast publishers only contributed 7%.
  • The average number of publishers used per campaign in 2020 was 3.8, showing a growing trend towards diversified strategies.

• CTV Spend by Industry:

  • In 2020, the top CTV spenders were Insurance, Education, Media & Entertainment, Healthcare (both DTC and non-DTC), and Home Improvement.
  • By 2021, DTC Retail, Travel, and Personal Care emerged as new leaders, indicating a shift in priorities and audience targeting.
  • Travel saw a 280% increase in impressions in 2021 compared to 2020, with ad spend growing consistently since November 2020.

• Challenges in CTV Adoption:

  • Effective measurement and attribution remain the top barriers for advertisers, with 40% of buyers citing it as a challenge.
  • Incremental reach and standard performance measurement are the top priorities for continued CTV growth.

• Case Studies and Use Cases:

  • Tune-in Advertiser: Used programmatic CTV to extend reach and drive new subscriptions, reallocating impressions based on real-time performance insights.
  • Winn-Dixie: Expanded reach by leveraging OTT, achieving 79% of households reached as incremental to linear, with 54% of exposed audiences visiting their website.
  • Balsam Brands: Partnered with MediaMath and TVSquared to improve ROAS by 150% and achieve 78% unique reach compared to linear TV.

Conclusion

CTV has emerged as a powerful and scalable advertising channel, driven by the pandemic and the increasing preference for streaming. With over 65 CTV platforms and 20+ ad servers integrated, TVSquared provides comprehensive measurement and insights that help advertisers navigate the fragmented landscape. As the industry continues to evolve, CTV is becoming the preferred medium for reaching audiences in new and innovative ways, supported by programmatic buying and data-driven targeting. The shift from linear to CTV is not just a trend but a fundamental transformation in how advertising is bought, measured, and optimized.