CTV is expected to account for 18% share of total video ad spend (linear TV included) this year.
Not surprisingly, marketers are most bullish about digital media budgets, and are also enthusiastic about their effectiveness.
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Digital video is perceived to be a strong performer, particularly in the early stages of the funnel.
OTC brands are expected to allocate 49% of their ad budgets to digital by 2023.
44% of respondents last year said they saw themselves watching linear TV in 5 years, up from 34% the year prior.
Digital is expected to account for 55.5% of total global ad spend in 2022.
Only one-third of ads across media incorporate some sort of humor.
A look at Super Bowl viewership and advertising.
Nearly half of TV viewers use an AVOD service.
By 2023, spending on programmatic digital video is forecast to overtake spending on linear TV ads.
Agencies and marketers differ on the importance of linear TV vs. digital video.
Some 51% of CMOs at 100 of the most-advertised US consumer brands last year were women.
People spend more time accessing Entertainment content online than any other category.
Data quality is a key component, but something that marketers are struggling with.
Agencies are more likely than marketers to believe TV trumps digital video in importance.
Close to 6 in 10 brands and agencies surveyed have shifted funds away from linear TV to support their CTV strategies.
TV ad prices are expected to inflate by 6% globally.