CTV | OTT | Streaming has become the default choice for TV Viewing.
No wonder why large media companies are in a frenzy to change
CTV reaches all demos… not for just 20 somethings
CTV AD spend grew by 27% in 2020
CTV Spend is forecasted to grow by 40% in 2021 . Eventually, Most | All media will be streamed. Marketers are starting to purchase video the way their consumers purchase it.
80% of CTV viewers reported watching at least some ad-supported CTV programming.
When asked, "Are you more likely to choose the free ad-supported or pay for an ad-free experience? 60% said they were more likely to choose the free version with ads.
58% reported generally positive attitudes about ads based on ads making it possible for them to watch free content, being entertained by ads, and ads providing information about brands they’re interested in and informing their purchase decisions.
Free Ad-Supported Streaming Services (FAST) keep Growing. Pluto, Roku Channel, Tubi lead the pack.
Streamers tend to be younger, better educated, more diverse, with higher income and children in the house.
According to a November 2020 poll from the Interactive Advertising Bureau (IAB), 60% of US advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021. Among those planning to do this, 81% cited targeting and efficiency as a reason, while 55% pointed to incremental reach.
CTV & OTT close but not the same
CTV– A TV that is connected to the Internet through either its built-in Smart TV interface or another device like a Roku, or Fire TV stick. CTV Advertising only runs on the glass of your Television. It is 100% full Screen, Long Form*, and Non-Skippable
OTT- Over The Top is video content delivered over the top of cable, satellite, and broadcast TV systems. That content can be delivered to your TV, but also to your smartphone, tablet or computer. Content on smartphone, tablet & computer may not be full screen or even in view due to multiple screen options.
CTV advertising is effective. According to an OpenX study, 72% of viewers recalled seeing an ad and 40% have paused content to purchase or learn more about a product. Full IAB report here ntioned in an ad
Over 97 million homes that have connected TV device. CTV continues to grow because devices are easy to use and inexpensive. It is hard to find non-smart TV these days. Full IAB report here
Viewing hours on CTV continues to grow. The average HH has 3 connected devices. Smart TVs have the highest device penetration but Roku dominates viewing hours. Full IAB report here