CTV advertising set for huge growth in 2024

A survey of some of the most influential figures in digital advertising, carried out by New Digital Age in partnership with Yahoo, found 87% of respondents plan to increase their investment in CTV advertising over the next year, with 13% planning to invest roughly the same amount as this year. Moreover, no one is planning to invest less than currently in CTV advertising.

With investment in CTV advertising set to rise over the next twelve months, the “All Tomorrow’s TV” report tried to discovered if it is there enough premium inventory available in the CTV advertising marketplace. The results showed a major difference of opinion with 47.8% answering positively and 45.7% of respondents answering negatively.

While investment in CTV is undoubtedly set to grow, many industry commentators believe that high levels of fragmentation between different streaming platforms continue to make it difficult for advertisers to buy CTV inventory seamlessly at scale. NDA and Yahoo asked participants if they think the marketplace for CTV advertising is fragmented and the results were conclusive, with 47.8% agreeing that it is “very fragmented” and a further 45.7% responding that the marketplace is “quite fragmented.”

NDA and Yahoo also asked their survey panel of experts wow important will Automatic Content Recognition (ACR) data be to the growth of CTV ad investments. Significantly, 82.6% of respondents believe that ACR data will be important to their future CTV investments, compared to only 8.7% of respondents who answered negatively.

“The CTV landscape is going through a transformation with lots of new publishers and new types of supply coming into the ecosystem. That poses some interesting questions about the nature of premium inventory. Does it relate only to broadcaster-developed content? Must it be viewed on the big screen? Does it have to be long form content? Non user-generated content? What about popular long-form YouTube or Vevo content that is being viewed on a big screen? There are lots of different interpretations of what represents premium inventory right now,”  said Alice Beecroft, Senior Director of Global Strategy and Partnerships at Yahoo.