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US Connected TV Ad Spending in 2020 and Beyond

Connected TV (CTV) advertising is a rapidly growing portion of digital advertising, and it’s a competitive player in the ad space. Between 2019 and 2023, US advertisers are expected to more than double their spending on CTV. It’s projected that by 2020, CTV will account for nearly 4% of total media ad spend, and 6.3% of total digital ad spend.

Nielsen estimates that internet users 18+ spent an average of 54 minutes per day using connected TV devices in Q1 2019. This was an increase of approximately 17% from Q1 2018.

“When looking at ad revenues, YouTube, Hulu and Roku are the leaders in this market,” eMarketer forecasting analyst Eric Haggstrom said. “Users of these platforms are likely either cord-cutters or cord-shavers. That means some ad buyers are willing to pay a premium to reach users who are difficult to reach via traditional TV ads.”
The amount of CTV inventory is also growing quickly, due to users cord-cutting and people spending more time with internet-enabled TVs and devices. CTV campaigns require patience and adaptability, but there is enormous opportunity as the reach of these campaigns continues to grow and evolve.


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