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Chip maker NVIDIA last week launched a pre-roll ad product for cloud gaming that makes video game advertising look a lot more like connected TV (CTV).

Connected TV (CTV) ads are skyrocketing, leaving advertisers navigating new ad loads on platforms like Netflix and Disney+ while grappling with the challenges of measuring ROI in the streaming domain.

Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers.

Streaming has been a home run for sports-based advertising Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend.

TikTok does have its app available on CTVs and on certain other streaming platforms like Roku. But honestly, I don't think we're seeing a whole lot of people right now flipping on their TV and watching their TikTok videos. It really is still primarily a mobile activity and something that I think people are going to be doing on their phones.

Most inventory is delivered against premium video content from broadcast TV, cable, and streaming studios.

Everyone鈥檚 a winner: Ad-supported video content benefits consumers and advertisers alike, according to Hopkins, expanding the availability of streaming content. The viewers are already there. Next year, 230.0 million people in the US will use CTV, accounting for 67.8% of the population. By the end of 2026, 7 in 10 people in the US will be CTV users.

On today's episode, we discuss the significance of Netflix saying it has 5 million monthly active users on its ad tier, the biggest impacts of the new streaming service Max, and how much noise a combined Paramount+ and Showtime offering can make. "In Other News," we talk about the current state of esports and what the best connected TV (CTV) ad formats are. Tune in to the discussion with our director of Briefings Jeremy Goldman.

In 2022, TV penetration was significantly greater than on-demand/streaming services. This year, on-demand/streaming service is nearly on par with live TV. It has a penetration rate of 73.7%, compared with 74.1% for live TV. In the region as a whole, it outpaced live TV in viewership by a wide margin in H1 2023. Philippines.

Central and Eastern Europe has the lowest penetration for on-demand/streaming service. At 87.0%, the region is roughly 10 percentage points behind the leading region (Latin America). The disparity may lie in a combination of sluggish adoption rates of Smart TV and TV streaming stick/device and a lack of streaming platform or content availability in major markets. Music/audio is slow to catch on.

Unlike Chile, however, Colombia is last in the region in time spent on four other pursuits: music streaming, broadcast TV, online TV/streaming, and gaming. Mexico. Mexico now stands alone as the country where internet users spend the most time streaming music worldwide.

Streaming is very high for both audio and video in Southeast Asia. Video streaming was reported by 94.9% of respondents in the region in H1 2022. That penetration rate trails only Latin America and Western Europe globally. Consistency of adoption was evident across gender, income, living location, and age, which showed penetration rates above 90% for every cohort.

CTV鈥檚 share will continue to increase as more streaming ad inventory opens up. And as more buys are enabled by programmatic and its more precise audience targeting capabilities. CTV ads have substantially higher video completion rates than any other device format.

In contrast, the country鈥檚 time spent with online TV/streaming has fluctuated between 1:44 and 1:55 since 2021. United Arab Emirates. UAE was the only country in the region to increase time spent with streaming. The activity gained 6 minutes, reaching 1:41, despite experiencing a decrease of 2 percentage points in video streaming penetration overall.

For the second consecutive year, Greece took first place in Western Europe for on-demand/streaming service and video streaming. This follows two years of strong showings in online tv/streaming, which this year it now ranks fourth regionally. In a seemingly contradictory finding given its strength in digital TV, Greece was last in the region in streaming device ownership.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

So it's really interesting to bring streaming in. So linear is still huge, but streaming is important. Man-Chung, I wonder, in a region where we're talking about time differences, always an issue through the many years, many Olympics past, becoming less and less of an issue as we have all these opportunities to stream content. I mean, I was still streaming content, and it was in my time zone.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.