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Investment in CTV remains low but growth is expected for 2021

Investment in CTV remains low but growth is expected for 2021

According to a recent IAB report, investment in CTV remains low, with 60% of agencies and advertisers saying they are investing less than 20% of their overall programmatic budgets, but more growth was cited for 2021.For the first time, respondents were asked about the percentage of their overall programmatic advertising budgets invested in CTV. Some 60% of agencies and advertisers said they were investing less than 20%. Some 73% of publishers said they were not investing anything. Despite the relatively low investment in CTV as a percentage of overall programmatic investment, consumption of OTT content is on the rise, and CTV is one of the fastest-growing environments for consumers to access this content. In fact, 70% of advertisers and 61% of agencies believe CTV will be one of the key programmatic growth areas over the next 12 months, according to findings of the study.

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