Connected TV is key to programmatic video growth

Within the programmatic advertising environment, video is an area that has seen growth over the past year, according to IAB Europe; the association identifies CTV as the key to future growth.

Why it matters

Just as consumer viewing habits have shifted towards OTT platforms over the past 18 months of the pandemic, so too has budget allocation. In addition, changes to ways of buying, creative formats and the data used to target and measure campaigns, mean programmatic is no longer just about buying long-tail, remnant inventory. 

Key findings 

• In 2021 19% of advertisers allocated between 21-40% of their programmatic trading budget in connected TV. 
• Gaining access to premium inventory at scale is now an important driver of investment (up from 20% in 2020 to 50% in 2021 amongst advertisers); better use of data remains the top driver.
• Half (50%) of advertisers stated they have an in-house model for programmatic trading compared to 20% in 2020. This is mainly driven by the desire for increased control of operations, first-party data management and greater transparency on where campaigns run.
• Supply chain transparency dropped as the primary concern for advertisers from 60% in 2020 to 25% in 2021. 

The future 

More than 80% of all stakeholders predict an increase in their programmatic investments/revenues over the next 12 months.

Background 

IAB Europe’s annual Attitudes to Programmatic Advertising 2021 Study is based on responses form almost 300 advertisers, agencies, publishers and ad tech vendors in 31 markets with respondents having both pan-European and global remits. More than three quarters of the respondents manage annual advertising budgets of €1m or above.

Sourced from IAB Europe [Image: IAB Europe]