Connected TV (CTV) Ads Solutions Market Size, Share, Growth, and Industry Analysis, By Type (In-Stream Ads, Pause Video Ads, Power On/Off and Others), By Application (Home-use TV and Commercial-use TV) and Regional Insights and Forecast to 2032

Updated On: 10 June 2024

CONNECTED TV (CTV) ADS SOLUTION MARKET REPORT OVERVIEW

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The global connected TV (CTV) ads solution market size expanded rapidly in 2022 and will grow substantially by 2028, exhibiting a prodigious CAGR during the forecast period.

The CTV Ads Solutions market has witnessed an immense growth trajectory from the past few years and credited to growth in the consumer preferences towards online streaming services and smart TVs. The term CTV implies a television set internet browsers and can use the internet connected to a wide variety of digital content. There is a marked change in the way customers are consuming video content with this shift in consumer behaviour. As such, this has developed a way for the advertisers to engage with their audience through the CTV advertising solutions.

One main factor contributing to the growth of the CTV Ads Solutions Market is the changing of the old model of linear viewing to the new model of on-demand streaming. This trend has brought a new era where the viewers split into several chunks that make it hard for the marketers to find audiences during traditional television advertising. CTV ads offer with poor advertisers additional opportunities for accurate targeting, and analyzing how the ads are performing; as well as the possibility to individualize the ads depending on user data. Therefore, these marketers tend to shift their budgets to media campaigns including CTV ads for an effective reach to the modern consumers through digital platforms.

COVID-19 IMPACT: Increased Engagement in Video Streaming to Boost Market Growth Significantly

The global COVID-19 pandemic has been unprecedented and staggering, with the connected TV (CTV) ads solution market experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to market’s growth and demand returning to pre-pandemic levels.

In comparison with the previous periods, lockdowns and social distancing resulted in the growth of streaming consumption when the largest part of the population spent more time in home. A combination of shelter-in-place orders and increased airing of CTV shows resulted in a surge in demand for content. This created new chances for advertisers to target an audience that voluntarily consumes the offers. Advertisers were quick to notice this and this led to substantial increase in the engagement rates for CTV ads instead of those conventional television commercials. Advertisers are expanding their reach beyond national television and print outlets to local activities to push persuasive campaigns and meet consumers easily.

The market of CTV Ads Solutions had a drop in the abrupt period of the pandemic, but after that time it was recovered quickly, and the new technologies appeared. Developing increasingly bespoke solutions and strategies to improve ad delivery (including, but not limited to, measurement and attribution) was among the priorities for ad tech companies and platforms that were determined to not only follow (but also try to lead) constantly changing consumer behavior and market structure. The market is anticipated to boost the connected TV (CTV) ads solution market growth following the pandemic.

LATEST TRENDS

"Interactive and Shoppable Ads Advertising to Drive Market Growth"

Interactive and shoppable ads are becoming more common lately creating a great shopping experience on CTV. The effectiveness of these ad formats facilitates interaction, product exploration and purchase direct from ad interface by presenting a seamless and immersive shopping experience to the viewer. The trend for addressable advertising within the CTV space is growing today, thus giving the marketers a possibility of targeting personalized ads to specific households or individuals, as a result of the data insights. This shifts the sights on targeting precision and an increased sense of ad relevance, and due to that engagement and conversions rates go up. These factors are anticipated to drive the connected TV (CTV) ads solution market share.

CONNECTED TV (CTV) ADS SOLUTION MARKET SEGMENTATION

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By Type                  

Based on type the global market can be categorized into In-Stream Ads, Pause Video Ads, Power On/Off and Others.

• In-Stream Ads: n-stream ads are the ads integrated within the content itself, typically with the display of pre-roll, mid-roll or post-roll content prior to the video itself. Their forms can be either skippable or non-skippable, usually, they appear on streaming platforms, including Connected TV (CTV), streaming videos, and social media.

• Pause Video Ads: Pause video ads are one sort of advertising that shows up when one pauses the video content that one is watching. These just make use of the dead moments to give a message or advertise a product to the watcher. In-video ad breaks or a variety of content can be paused, giving viewers an opportunity to continue engaging with the ad content while the video is paused.

• Power On/Off Ads: The power on/off ad pop-up is the form of advertising that appears when a device, e.g., a smart TV or streaming device is turned on or off. These ads are shown on the screen, first during the start up process and then again during shut down.

By Application

Based on application the global market can be categorized into Home-use TV and Commercial-use TV.

• Home-Use TV: Connected TV ads, in the context of home-used television, refer to the advertising approach and technology used to convey ads to viewers of Streaming content on personal televisions, streaming devices (like Roku, Amazon Firestick, Apple TV) or gaming consoles.

• Commercial-Use TV: Commercial-use TV means TVs set up in public or commercial places that include bars, restaurants, hotels, waiting rooms, retail stores and healthcare facilities. The application of CTV ads solutions, herein, includes displaying the relevant ads to the audience during their viewing time using the CTV technology.

DRIVING FACTORS

"Rise in CTV Consumption to Boost the Market"

The proliferation of smart TVs and obsession in streaming devices has led to an implacable increase in CTV consumption. Audiences are now inclined to the Internet TV/video streaming instead of the linear TV that has been commonly used before, yet these services along with the CTV ads promises a very wide audience base to advertise to. CTV eleads offer all-embracing personalized adverting capabilities on the basis of data collection oip of users, their preferences, such as what they prefer to watch or how they behave when watching TV, etc. The marketers are cornerstone of this capability to zero in on specific demographics, interests, and segments, since they can focus the ad campaigns on getting better results.

"Demand for Personalized Experiences to Expand the Market"

Consumers in an increasing way become in-tune with customized material and ad formats. Via CTV ads solutions, advertisers will get an ability to deliver ads to the audience that are tailored to their unique tastes and preferences, with the history of their viewing, and with the right relevance in context, which will, in turn, improve ads relevance and viewer engagement. The launch of programmatic advertising as part of the CTV services is perhaps the most influential driving force. The programmatic platforms' success is built upon automated buying, real-time bids and audiences targeting, ensure efficacy, scalability and optimization to advertisers who need all these for better ads. The factors are anticipated to hinder the growth of the connected TV (CTV) ads solution market growth.

RESTRAINING FACTOR

"Regulatory Changes and Privacy Concerns to Potentially Impede Market Growth"

Policy changes in advertising regulations, data protection acts, and industry standards have the power to influence the market for CTV Ads Solutions, making the ecosystem continually more complex and regulated. The regulators and the ad tech providers are in the ethical advertising practices panel. They need to guarantee that strataence of the legal context remains functional and that ads are used in a proper way. CVT operators may draw on the viewer's personal information to build up the targeted ads, which could be potentially viewed as a privacy issue. Data Privacy rules and regulations, both from advertisers and advertising technology (ad tech) providers is critical to ensure consumer confidence and to properly neutralize privacy concerns. The factors are anticipated to hinder the growth of the connected TV (CTV) ads solution market growth.

CONNECTED TV (CTV) ADS SOLUTION MARKET REGIONAL INSIGHTS

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"North America is Dominating the Market with Advanced Digital Advertising Infrastructure and High Digital Media Consumption"

The market is primarily segmented into Europe, Latin America, Asia Pacific, North America, and Middle East & Africa.

North America has well-developed digital ad system with fast internet connections, programmatic platforms and data analysts capabilities allowed there. This infrastructure provides the system of delivering, targeting, and measuring CTV ads that why they are popular among advertisers to spend in that region. North American consumers have shown tendencies toward high levels of digital media consumption which further include online streaming of CTV platform videos. This behavior therefore generates various ways for the advertisers to interact with target audience through the ads targeted at specific viewers’ requirements and personalized ad experiences enabled by data.

KEY INDUSTRY PLAYERS

"Key Players Focus on Partnerships to Gain a Competitive Advantage "

The connected TV (CTV) ads solution market is significantly influenced by key industry players that play a pivotal role in driving market dynamics and shaping consumer preferences. These key players possess extensive retail networks and online platforms, providing consumers with easy access to a wide variety of options. Their strong global presence and brand recognition have contributed to increased consumer trust and loyalty, driving product adoption. Moreover, these industry giants continually invest in research and development, materials, and smart features in connected TV (CTV) ads solution, catering to evolving consumer needs and preferences. The collective efforts of these major players significantly impact the competitive landscape and future trajectory of the market.

List of Market Players Profiled

• McCann Worldgroup [U.S.]
• TERAN TBWA [Mexico]
• Ogilvy [U.S.]
• FCB Mexico[Mexico]
• Ganem Group [Argentina]

INDUSTRIAL DEVELOPMENT

January 2023: A fast changing industrial area about the Connected TV (CTV) Ad Solutions Industry is the integration of Artificial Intelligence (AI) and machine learning (ML) to improve ad targeting and optimization. The favorite manufacturer in this field is Roku Company that is known to be one of the top streaming service and box manufacturers. AI and ML algorithms has been utilized by Roku to track users behavior, tastes and their view pattern on its platform. Through aggregating data from its massive audience, Roku can provide enhanced targeting features, tailored ad displays, and improved campaign delivery.

REPORT COVERAGE

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

The research report delves into market segmentation, utilizing both qualitative and quantitative research methods to provide a thorough analysis. It also evaluates the impact of financial and strategic perspectives on the market. Furthermore, the report presents national and regional assessments, considering the dominant forces of supply and demand that influence market growth. The competitive landscape is meticulously detailed, including market shares of significant competitors. The report incorporates novel research methodologies and player strategies tailored for the anticipated timeframe. Overall, it offers valuable and comprehensive insights into the market dynamics in a formal and easily understandable manner.