As we all know, connected TV ad spending is exploding - there’s a new article, whitepaper, or LinkedIn post about the rapid growth nearly every day. CTV originally gained traction as a reach extension play on top of Linear TV, however, as audiences flock to streaming platforms, CTV has become the preeminent activation channel for advertisers. In 2021 alone, U.S. CTV ad spend is expected to grow 40.1% YOY with a total estimated spend of $11.36 Billion.1
Background
As COVID-19 has expedited consumer adoption of streaming television, a large percentage of this explosive growth is coming from reallocated linear TV budgets. Across five of the major ad-supported streaming platforms (Roku, Hulu, Peacock, Pluto TV and Tubi), ad revenues jumped 31% year-over-year (YoY), reaching an astounding $849 million in Q2 2020.2 That 31% YOY growth coincides with a 28% decline in traditional TV spend across national broadcast and cable TV.1
Innovid takes action
Marketers are no longer asking if they should buy CTV, but how they can optimize the activation channel. According to the IAB, when marketers were asked, “What are the main benefits, if any, of Connected TV advertising?” They responded with a key trend; optimization.
- 52% of respondents stated CTV provides Increased or More Measurability
- 47% highlighted Incremental Reach Reporting
- 43% sighted Expedited Reporting in relation to Linear TV
- While 30% also called out Expedited Activation in relation to Linear TV
In response to this demand for optimization, Innovid launched CTV Insights, a solution enabling marketers to accurately report CTV impression delivery, reach, and frequency at the household level. These metrics are imperative for marketers shifting into CTV, however, they are only the tip of the iceberg.
Strategizing for consolidated measurements
In order to take full advantage of the opportunity that CTV offers, marketers need solutions that power data-backed optimizations during live campaigns. Such was the problem for Anheuser-Busch- they needed a consolidated measurement and delivery provider that allowed them to go beyond standard impression insights and validate their planned reach and frequency, while also improving their overall cost efficiency across CTV publishers. As Anheuser-Busch’s consolidated ad server for omni-channel activation (Display, Video, and CTV), Innovid was the perfect partner to measure and drive CTV effectiveness.
The big boost to reach efficiency
In coordination with The Trade Desk, Anheuser-Busch ran a programmatic campaign for Michelob Ultra across twenty-six CTV publishers, utilizing Innovid as their primary ad serving and advanced measurement provider. As a result of our combined efforts, Anheuser-Busch was able to drive an astounding 88% Unique Household Reach while also decreasing their average cost per Unique Household Reach by 45% across their entire campaign. Read the detailed case study here! Learn more about Innovid’s measurement solutions at innovid.com/marketer-solutions/measurement-solutions.
1 IAB U.S. 2020 Digital Video Advertising Spend Report: Putting COVID in Context
2 5 Premium Ad-Supported Video Platforms Up 31% In Q2 Ad Revenues
