IAB的指南针: Navigating Connected TV
How to get the most out of IAB的指南针
他们之间, 基于“增大化现实”技术/虚拟现实, 连接电视, gaming and shoppable advertising are providing advertisers with new and exciting ways to bring brands to life, 与消费者产生共鸣, 推动销售. IAB的指南针 is your essential manual to understanding the future of these four channels and how you can harness them most effectively.
下载报告全文 or use this page as a way to find out more about forecasts and actionable recommendations.
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Connected TV: key viewing figures
66%
of UK households now use CTV devices
28%
of UK adults view CTV on a TV device
55%
of 16-34s view CTV on a TV device
The findings in under 3 minutes
CTV广告预测
We forecast CTV advertising to reach £2.31bn by 2026, although t在这里 are factors that could drive this up or down.
Considering the likely market developments, we have three potential scenarios for how CTV advertising may develop including a 基本情况, a more positive 高增长案例 and a 低增长案例.
Under the 基本情况, CTV advertising would reach £2.31bn by 2026, with growth particularly in AVOD. This is the most likely scenario of the three options. Under the 高增长案例, CTV advertising would reach £2.81bn and under the 低增长案例, £1.到2026年将达到600亿美元.
To find out more about the forecasting please see page 24 of the full report, 它包含更多的细节.
How much could advertisers be investing CTV by 2026?
£2.31bn
基本情况
£2.81bn
高增长案例
£1.60bn
低增长案例
CTV的机会 & 下一步该怎么做?
Advertisers should explore how CTV can complement existing TV and/or digital video activity. CTV advertising is already significant for TV and digital advertisers - and is set to grow for the foreseeable future.
CTV offers TV advertisers incremental reach and targeting, while offering digital advertisers access to a TV experience with more flexibility and lower minimum spend, 大规模地. The introduction of Netflix and Disney+ ad-supported tiers, along with a general shift in viewership to streaming, will drive further growth in inventory and the advertising offering is likely to mature as a result.
广告商应该怎么做? & 机构做?
Our industry survey revealed the need for greater education on CTV, as well as closer integration with TV and digital video planning and campaign execution.
For advertisers relatively new to CTV, connect with CTV suppliers to understand their offering and build up an understanding of the roles CTV can play in broader campaigns - for instance, complementing current TV or digital video activity. 除此之外, we recommend integrating CTV into TV and video activity, and looking for opportunities to drive efficiency and effectiveness in campaign delivery.
Recommendations for advertisers & 机构
- Connect with CTV suppliers to explore offerings
- Build an understanding of the roles CTV can play
- Align CTV activity across AV (or TV) and digital teams
- Exploit the new creative options CTV offers
- Build execution capabilities and drive efficiency
To find out more about the recommendations please see page 27 of the full report, 它包含更多的细节
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AVOD services offer more flexibility and the ability to target more specific audiences that would be hard to get to or very expensive to target on linear TV, 甚至是BVOD.
Media agency, Executive Director for Digital
全面探索IAB指南针
- 执行概要
- 什么是央视广告
- How CTV advertising has developed
- Advertiser uptake of CTV and the challenges faced
- Current spending levels on CTV advertising
- CTV的未来发展
- CTV广告预测
- CTV的机会 and 下一步该怎么做?
下载报告全文 to explore the following chapters on CTV, as well as what to expect in 基于“增大化现实”技术/虚拟现实, gaming and shoppable advertising
下载报告全文