Connected TV the advertising winner during pandemic
During the pandemic more advertising are viewed on Connected TV (CTV) than any other device globally, but the environments where people are watching are changing. In-app impressions gained significantly in 2020 as more people moved towards over-the-top (OTT) streaming apps and adopted CTV devices, Google says it its Annual AD Manager Advanced TV Inventory Report.
In Q2 last year, advertisers pulled back from most channels including advanced TV (digitally based TV-watching) but CTV remained resilient as viewers streamed more content.
”Programmatic was also paramount in Q2, declining much less than traditional reservations as it offered both publishers and advertisers increased flexibility.”
Programmatic transactions grew fast, as ”advanced TV partners leaped at the opportunity to grow demand, improve efficiency and diversify their demand sources”.
The report shows that when live sports started returning around midyear, live impressions grew much faster than Video-On-Demand — mostly on big CTV screens
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