According to a November 2024 survey by Pixability, 58% of US media agency professionals are set to increase their connected TV (CTV) ad investments, while 32% indicate a plan to decrease expenditure in this area. The survey forecasts a substantial growth in CTV ad spending by 15.8%, reaching $33.4 billion this year. Furthermore, nearly 70% of the US population is expected to engage with CTV by 2025. This highlights a significant opportunity for advertisers, yet also suggests a need to diversify ad spend amid investment uncertainties in CTV.
58% of media agency professionals in the US plan to increase their connected TV investments, while 32% intend to decrease them, indicating both growth and uncertainty in the market.
CTV ad spending is expected to grow by 15.8% this year, reaching $33.4 billion, demonstrating a significant shift toward digital video advertising.
Nearly 70% of the US population is projected to be a CTV user by 2025, reflecting the increasing adoption and relevance of connected TV in advertising strategies.
Media agencies are recognizing high growth areas in CTV, but the mixed signals about investment levels suggest a possible need for diversification in advertising spending strategies.
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