Connected TV (CTV) advertising is booming and has become an attractive space for advertisers to allocate their budgets. Between H1 2019 and H1 2021, programmatic ad spend jumped by 210%, and this trend is expected to continue in the following years. Moreover, the number of CTV apps supporting open programmatic advertising in Roku and Amazon Fire TV stores rose by 71% over the same period, according to Pixalate’s latest analysis.
The rising sector of programmatic CTV advertising
According to Pixalate’s Global Connected TV Ad Supply Chain Trends Report, ad spend on open programmatic CTV rose by 50% YoY globally, from H1 2020 to H1 2021. However, some regions saw a faster rate of growth than others.
In North America, CTV programmatic ad spend rose by 54% YoY, slightly higher than the global average. Between H1 2019 and H1 2021, the increase reached 220%.
There were just two regions with a more significant rise in open programmatic CTV ad spend over the last year. In EMEA, CTV programmatic ad spend rose by 97%. However, the increase between H1 2019 and H1 2021 crossed 140%, so it was slightly lower than in North America when looking at the two-year view.
The region with the most rapid increase in the CTV programmatic ad spend was LATAM. After an 8% decline between H1 2019 and H1 2020, the sector erupted by 482% YoY between H120 and H121, which was by far the most robust rise among all distinguished regions.
The only region which did not see an increase in open programmatic CTV ad spend YoY was APAC. However, between H1 2019 and H1 2021, the rise was still significant (over 90%).
The content of this report reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees.
Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity across CTV apps in the time period studied. Pixalate does not independently verify third-party information.