![]() Indeed, given the opportunity with OTT ads, companies are jockeying to control as much of that space as possible, including Roku and increasingly Amazon, as Business Insider reported.Īt the moment, OTT ad spending is still a fraction of the $70 billion TV ad market in the US. And the audiences that are available for advertisers are the kind that are not readily available in linear TV." "The adoption of that medium is just incredible. "What's amazing to us is the speed of growth," she said. This year that number is on track to hit 28%, she said. Last year, OTT ads represented about 150 billion impressions, or roughly 17% of the total digital ad inventory Innovid tracked. "We're seeing an inflection point for OTT ads," said Innovid president Beth-Ann Eason. In fact, Innovid has just put out its annual Global Video Benchmark report. ![]() But the company says its tech is plugged into 55 million households, so it has a solid vantage point when it comes to gauging macro video ad trends. To be sure, Innovid doesn't see every single OTT ad. Over the past year, the number of ad impressions delivered 'over the top,' that is, through services like Hulu and Crackle to TV networks apps, surged 178%, according to the video ad tech firm Innovid.ĭuring that same period, the number of OTT advertisers jumped by 28%, said the company, which helps place ads within both TV and web video content. That should provide a glimmer of hope for TV networks and TV advertisers, both of which are grappling with declining audiences for live TV. They're starting to watch more content with ads. People aren't just streaming tons of Netflix and Amazon shows on their smart TVs.
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