CTV BENEFITS FROM COOKIES’ DECLINE

3. 5. 2022
Source: Freepik.com
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With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says. 

Context 

Digital video adspend is growing fast –- up 49% in 2021 according to the IAB’s 2021 Video Ad Spend and 2022 Outlook report, with another 26% increase forecast for 2022. Within that, CTV is the fastest-growing sector –- up 57% in last year and projected to rise 39% this year.

Despite all that, expenditure on CTV doesn’t tally with the amount of time consumers are spending on this channel. CTV will account for 36% of total time spent with linear TV and CTV combined in 2022, but just 18% of total video ad dollars are going here.

Takeaways

  • Three out of four video buyers (76%) label CTV as a ‘must buy’ in their media planning budgets.

  • CTV buyers cite the types of data not available within linear TV buys, including first-party brand data (65%), location data (61%), and shopping data (50%).

  • Buyers say CTV provides more transparency into where ads run: 59% say it was ‘very clear’ on where their CTV ads ran vs. only 50% and 43% for social video and other digital video, respectively.

  • Nearly three in four (73%) video buyers expect to fund third-party cookie/MAID deprecation CTV spend increases by reallocating dollars from linear TV.


Key quote

“The time is now for brands and buyers to follow consumer attention” –- Eric John, VP, IAB Media Center.

Sourced from IAB

Source: warc.com
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