NYC-Founded Advertising Bureau Expected Linear TV in 2021

SOURCE Interactive Advertising Bureau (IAB)

May 4, 2021, digital video advertising growth expected to represent than half 56% projected this year, and Connected TV(CTV) outpace formats shows no signs of slowing down, according to the IAB report, release 2021 NewFronts.

CTV highest gains in ad spend in 2020 with 22% growth year-over-year:

SOURCE Interactive Advertising Bureau (IAB)

73% of CTV buyers report a shift in budget from broadcast, cable to CTV on spent $20 million, and 35% of buyers expect an increase in CTV video ad spending in 2021. "This is a bellwether moment in media that reflects the continued acceleration and shift to digital," IAB Media Center Vice President stated. "While we seeing growth across all digital video, the movement to more audience-based buying approaches has resulted in increased buyer demand for CTV."

As in, buyers cite high-quality content targeting brand safety as the key benefits of CTV. In terms of expected category spend on CTV this year, buyers predicting +144% Health & Wellness, +97% Travel, +48% Media and Entertainment, especially when it comes to mobile, buyers expect increase spend in +181 Health & Wellness and +81% Fashion/Apparel. "Viewers have come to expect optimized video experiences. The days of dog-owner households seeing cat food ads are ending, even on the big screen," said IAB Media Center VP. "Flexibility, addressability, and the opportunity to reach specific audiences in real-time has put streaming at the big kids' table, in some cases at the head of the negotiation table, right alongside traditional linear."

A robust first-party data is important when selecting video partners according to an audience buying trend makes a critical difference. "This year's study shows us that advertisers are looking to buy video in the ways that people are actually watching it. We now have the ability to move beyond legacy demo-based approaches to reach the specific audiences that matter most to brands. Publishers that offer more addressability and robust first-party data, while effectively measuring results, will win the day," IAB Media Center VP finally concluded.