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Global Ad Trends

Connected TV’s next episode

Connected TV, or CTV for short, is in a growth phase, as viewers and advertisers migrate from linear broadcast television. The channel is being hyped by media owners and ad tech vendors alike as offering the ideal synthesis of TV reach and digital addressability. 

CTV ad investment is expected to reach $25.9bn globally in 2023, up 13.2% year-on-year. However, as this report outlines, that ad spend growth has been restricted by the reality that CTV is – for the most part – competing in a finite budget pool that advertisers allocate to professional video.

CTV – defined here as all digital professionally-produced video, including FAST and AVOD but excluding YouTube – faces a challenge to persuade marketers of its performance credentials. Until it does so, it will struggle to win share of investment from digital channels including search, social and retail media.  

In this report, WARC Media examines ad investment and consumption patterns, and talks to industry experts about the growing pains CTV may experience in the years ahead.

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