connected TV advertising

Agency executives surveyed by Pixability said they plan to invest more in CTV, even in an environment when some advertisers are being more conservative about spending in a cloudy economy.

The explosive growth of connected TV advertising has left a wave of fraud schemes in its wake, according to a new report from DoubleVerify. DoubleVerify says the number of fraud schemes it uncovered jumped by more than 70% from 2020 to 2021.

Connected TV is expected to fuel strong growth in digital video advertising spending this year, according to a new outlook from the IAB. While digital video ad spending is seen growing 26% to $49.2 billion in 2022, CTV is expected to increase 39% to $21.2 billion. CTV spending increased 57% last year and has more than doubled between 2020 and 2022. In a survey, 76% of video buyers called CTV a “must buy” in their media planning budgets.

Premion, Tegna’s connected TV advertising company, said it expanded its relationship with IHS Markit to use Polk Automotive Solutions data to target ad campaigns and measure their results. Automotive advertisers using the Premion platform to create regional and local streaming campaigns will be able to incorporate Polk audience segments and data on sales, make and model, price and vehicle type.

Advertising on connected TV like Hulu and Roku is expected to surge nearly 40% in 2019 to just under $7 billion, according to eMarketer. And by 2021, eMarketer expects connected TV advertising to surpass $10 billion. Of course, it’s worth noting this is still just a fraction of the $70 billion TV ad marketplace.

Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud.