Programmatic ads on Connected TV recovering as transactions improve 40% between April and May 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2020, 1:38 AM UTC

A report from Pixalate analysed over 300 million connected TV (CTV) and over-the-top devices.

Ad transactions for programmatic showed signs of recovery as advertising on CTV improved 40% between April 5 and May 11, 2020, following a 14% drop in March. Major devices such as smart TVs and streaming sticks saw at least a 12% increase in programmatic trading.

Vizio, Insignia, and Roku reported the highest programmatic ad transactions with 108%, 74%, and 44% respectively, over the period. However, spend on travel-dedicated streaming apps dropped 76% from the period between April and May.

Further, digital CPMs across device types saw an average decrease of 16% in spends since the pandemic began. The overall programmatic spending had dropped around 9% since the beginning of 2020. 33% advertisers plan to spend less as compared to 2019.

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