OTT/CTV advertising is truly the dynamic digital advertising movement of the decade—and advertisers are taking notice of its powerful and versatile targeting capabilities. Simpli.fi has been on the forefront of the OTT/CTV wave, and as part of our front-line role, we continue to release insights and thought leadership content on what’s happening with OTT/CTV advertising.
This year, the industry’s investment in CTV in the U.S. is projected to reach $13.4 billion, a 48.6% Year-over-Year (YOY) increase. OTT/CTV advertising is expected to continue its growth in 2021 as 60% of U.S. advertisers plan to shift ad dollars from linear TV to OTT/CTV this year.
Similarly, the number of connected devices in U.S. households has grown this past year, as 82% of U.S. TV households have at least one connected TV device, averaging 4.2 connected devices per household. In addition, 60% of adults reported watching videos on their connected TV devices at least weekly, with time on digital media expected to rise to 7:57 hours this year. This gives advertisers even more opportunities to target consumers via streaming video at home.
In this exclusive industry report, as we finish out the second half of 2021, we ask the key question: how will advertisers continue to implement OTT/CTV ads in their overall marketing strategy? To understand the growth trends, we dove into the data from the Simpli.fi platform to see how Simpli.fi partners are implementing OTT/CTV campaigns.
We analyzed platform data across thousands of advertisers and compiled key insights, such as:
- Growth in OTT/CTV advertising year-to-date (YTD) and year-over-year (YOY)
- How advertisers are successfully driving online and offline conversions from OTT/CTV ads
- Adoption of Addressable OTT/CTV advertising for precision targeting
- Trends and strategies from Simpli.fi’s top-performing industries
- Predictions for OTT/CTV advertising for the remainder of 2021
To begin utilizing OTT/CTV advertising with Simpli.fi, reach out to us hi@simpli.fi.