Connected TV Advertising

According to eMarketer's research in 2018, the number of connected TV users is at 182.6 million, or 55.5% of the U.S. population. In 2022, the number of connected TV users will rise to 204.1 million, which will represent 60.1% of the population. This report examines the connected TV space through the lens of advertising opportunities and challenges. Although connected TV advertising likely makes up a small, single-digit portion of overall video ad spending, it is expected to grow in the coming years as audiences continue to embrace digital streaming on their living room screens. The dynamics of connected TV advertising are challenging given the fragmentation among platforms, relatively small scale, and a lack of standardization in data gathering and reporting, but the popularity of the medium makes it a tantalizing ad opportunity.

Paul Verna
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