It is estimated that the digital video advertising expenditure will increase by 26% in 2022 From IAB
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According to the report of IAB “video advertising expenditure in 2021 and outlook for 2022”, the digital video advertising expenditure in 2021 increased by 49%, and is expected to increase by 26% in 2022, reaching US $49.2 billion.
The report found that the advertising expenditure of connected television (CTV) increased by 57% to US $15.2 billion in 2021, and is expected to increase by 39% to US $21.2 billion in 2022.
The buyer listed the advantages of CTV
When comparing CTV with traditional TV, buyers find that data use, transparency and independence from third-party cookies are obvious advantages:
CTV enables buyers to take advantage of many types of data that are not available in traditional TV purchases, including first-party brand data (65%), location data (61%), and shopping data (50%).
The survey found that 57% of users think CTV is more effective than traditional TV in providing website / sales behavior, and 46% think it is more effective in improving brand awareness.
CTV still faces challenges
CTV continues to gain momentum and provide opportunities for better targeting, coverage and expansion of audiences. More than one-third of video buyers point out that CTV also faces multiple challenges in cross platform advertising activation, management and measurement, including:
Measure incremental coverage across platforms / publishers (48%)
Cross platform / publisher management frequency (43%)
Lack of transparency / interoperability within the walled garden (42%)
Fragmentation of advertising program purchase supply path (35%)
In order to meet the challenge of CTV, buyers are preparing for an integrated traditional TV /ctv market, which will simplify the management of cross platform and cross channel video purchase. In fact, nearly 9/10 (88%) of the buyers expect that a market integrating traditional TV /ctv will emerge in the next few years. 66% of the buyers of traditional TV / digital video now have a single planning team with two channels, and another 25% expect to have a planning team in the future. Read more: IAB: survey on the impact of mobile device video advertising on multi screen users (with report) Iab:2017 frontier of online content – Research Report on video advertising expenditure iab:2019 video advertising expenditure report iab:2011 us online advertising market report iab:2011 annual report on Internet Advertising – required reading for advertising practitioners iab:2017 first half of UK online video advertising expenditure increased by 46% on a year-on-year basis iab:2018 video advertising expenditure report emarketer: it is expected that the expenditure on programmed purchase of digital video will increase by 204.3% in 2015 AI: it is expected that 201 In five years, China’s digital video advertising spending will reach 25billion yuan emarketer: in 2014, the U.S. digital video advertising spending will increase by 56.0% emarketer: CpG brands have seen that digital video has achieved better results in establishing contacts and reaching rates emarketer: marketers must measure the success of digital video advertising with comprehensive indicators emarketer: in the UK, Video promotes publishers’ digital advertising revenue growth Gartner: global social media revenue will reach US $10.3 billion in 2011 IAB: 2018 European online video advertising Report
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