54 Marketing Trends found for Media / Other

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Web Connected TV Ads Burgeon

Trend Summary: US advertising buyers predict 'explosive' growth in the still-nacsent OTT ad market.

OTT, adland's latest jargon for “over-the-top” services, is a term used for the delivery of film and TV content via the Internet, without users having to subscribe to traditional cable or satellite pay-TV services such as ...

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... Comcast or Time Warner Cable.

Americans are increasingly purchasing web-connected TVs and becoming more accustomed to watching shows on demand via apps instead of cable, resulting in  more ad space becoming available to media buyers.

According to equity research company Pivotal Research Group, connected TV viewing overall grew by 65% over the past year and now accounts for 8.1% of total daily TV viewing by US adults in the 18-49 age group.

It’s a safe bet that a large portion of that viewing is driven by ad-free platforms like Netflix and Amazon Prime. However, it transpires that commercial time is also receiving a healthy boost.

Moreover, ad tech company Innovid, which delivers ads to web video outlets along with fast growing TV apps such as Fox Now, Hulu and Crackle, says the share of ads delivered to connected TVs via its platform quadrupled this year.

Likewise Modi Media, the ad-buying division within WPP's GroupM, reports that over 37 million US households watched ad-supported shows on connected TVs over the past year.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q4 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7055

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