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US Connected TV Advertising 2020

A Surging Channel in an Uncertain Year

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About This Report
During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.
Table of Contents

Executive Summary

Because viewers continue to flock to streaming video, connected TV (CTV) ad spending will continue to increase for the foreseeable future. Even in the midst of a global recession, CTV will be a bright spot in the ad industry this year.

How much will US advertisers spend on CTV?

In 2020, US CTV ad spending will total $8.11 billion and will increase to $11.36 billion in 2021. By 2024 it will reach $18.29 billion, more than double the amount spent this year.

Which companies will receive the most CTV ad dollars?

Net revenues from YouTube, Hulu, and Roku collectively account for about half of all CTV ad revenues.

Who is viewing content through CTVs?

Younger audiences are more likely to be CTV viewers, but older demographics are catching up. US CTV viewers in 2020 will total 45.7 million for Gen Z; 56.5 million for millennials; 48.5 million for Gen X; and 32.8 million for baby boomers.

What are the biggest challenges advertisers have with CTV?

Measurement, ad fraud, and planning campaigns in fragmented markets remain chief CTV advertising challenges.

WHAT’S IN THIS REPORT? This report presents our US CTV ad spending forecast and discusses the challenges advertisers face with this medium.

KEY STAT: US CTV ad spending will increase 27.1% to $8.11 billion in 2020.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

16expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. CTV Advertising and User Trends
  3. CTV Challenges
  1. Key Takeaways
  2. Insider Intelligence Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Sam Bloom
Camelot Strategic Marketing & Media
CEO
Interviewed September 29, 2020
Charles Cantu
Reset Digital
Founder and CEO
Interviewed October 8, 2020
Catherine Dettloff
Marketing Architects
Vice President, Media
Interviewed September 23, 2020
Angelina Eng
IAB
Vice President, Measurement and Attribution
Interviewed October 7, 2020
Tom Fochetta
Samsung Ads
Vice President, Advertising Sales and Operations
Interviewed October 9, 2020
Natalee Geldert
PMG
Senior Director, Brand Media
Interviewed October 7, 2020
Raghu Kodige
Alphonso
Co-Founder and Chief Product Officer
Interviewed October 15, 2020
Jesse Math
Tinuiti
OTT Lead
Interviewed October 6, 2020
Kelly McMahon
SpotX
Senior Vice President, Global Operations
Interviewed September 24, 2020
Dave Morgan
Simulmedia
Founder and CEO
Interviewed October 7, 2020
Mike Reidy
NBCUniversal
Senior Vice President, Digital Ad Sales
Interviewed October 15, 2020
John Ross
DoubleVerify
Associate Director, CTV Products
Interviewed October 15, 2020
Jordan Rost
Roku
Director, Ad Marketing
Interviewed October 8, 2020
Geoff Schiller
Group Nine Media
Chief Revenue Officer
Interviewed October 20, 2020
Andre Swanston
Tru Optik
Co-Founder and CEO
Interviewed September 30, 2020
Kavita Vazirani
NBCUniversal
Executive Vice President, Insights and Measurement
Interviewed September 29, 2020

authors

Ross Benes

Contributors

Zach Goldner
Junior Forecasting Analyst
Eric Haggstrom
Senior Forecasting Analyst
Nicole Perrin
Principal Analyst
Chuck Rawlings
Senior Researcher
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