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TikTok integrates with Nielsen ONE: Advertisers can measure and compare campaign performance across digital, linear TV, and CTV platforms.

Walmart’s advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.

The Trade Desk unveils a CTV operating system: The move thrusts the DSP provider into direct competition with leading CTV device manufacturers.

OTT video viewing is about to get a boost in the UK, as traditional TV viewing gets a broadband delivery option next year.

Streaming ad loads haven’t changed much lately. To a viewer accustomed to watching Netflix without ads, 9 minutes of ads per hour may seem like a lot. But that’s still much lower than linear TV, which has about 15 minutes of ads per hour.

Roku’s original content gives it an edge in CTV: A deal with Google highlights how content offerings allow Roku to reach viewers outside its hardware net.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media’s declines.

CTV has become the primary gateway for popular OTT video streaming services, as well as a conduit for digital audio, gaming, and even accessing linear TV (via digital TV providers, formerly known as vMVPDs). This degree of success will mean limited topline CTV user growth going forward. Click here to view our full forecast for US CTV users. Almost everyone in the US lives in a CTV household.

A hot mic moment revealed Disney’s advertising audience: The company’s Q4 earnings came with AVOD revelations and significant gains in India.

Mediaocean acquires Innovid: $500 million deal merges platforms to challenge google in connected TV and global ad tech.

Among digital activities, subscription OTT (sub OTT), social networks, and digital audio take up the most time. Sub OTT and free ad-supported streaming TV (FAST) are among the few activities still seeing meaningful annual growth in time spent. Most others will be stagnant or even decline. For active users of specific formats, traditional TV (4:01) remains the most popular, followed by sub OTT (2:43).

YouTube’s growing prominence on connected TV (CTV) will drive this shift.

Viewership continues to shift away from linear TV to OTT sources like Netflix, YouTube, Amazon Prime Video, Roku, AppleTV+, Disney+, and Crave (owned by Bell Media). Many of these services offer ad-supported tiers for less expensive viewing. There will be 22.0 million adult CTV viewers in Canada this year, due to greater penetration of smart TVs. CTV is eating into traditional TV ad spending.

Streaming has transformed sports viewership—and advertising along with it. With more fans tuning in through connected TV than traditional broadcast, brands now have a unique chance to reach a loyal, engaged audience.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

Early adopters include Dropout, the comedy subscription service born from CollegeHumor, which relies on Vimeo’s OTT infrastructure for recurring revenue. The launch comes as Vimeo plans to invest up to $30 million in AI and enterprise product development in 2025, following a profitable 2024 and $417 million in annual revenues.

Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel’s ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

67.5 million US households use smart TVs, making it the No. 1 device among connected TV (CTV) households across the country, according to July 2024 data from Comscore.