2020 has been one of the most challenging years for the advertising sector since the Great Recession of 2008. However, among all the paused and cancelled campaigns, digital video remains relatively stable, driven by Connected TV (CTV). According to IAB’s U.S. 2020 Digital Video Advertising Spend Report: Putting COVID in Context, CTV is largely responsible for the sector’s resilience and was least impacted by COVID-19.
- Average CTV spend for the year is expected to reach $16MM per advertiser (+8% y/y)
- More than half of buyers are shifting dollars from Broadcast (53%) and Cable TV (52%) advertising towards CTV
- In terms of specific categories, retail, media/entertainment and telecom are the largest CTV buyers, spending $32.2 million, $31.9 million, and $20.6 million per advertiser, respectively
- Video advertising on desktop is expected to be the hardest hit in 2020