CTV drives travel ad rebound in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2021, 6:03 PM GMT+0

TVSquared analysed billions of ad impressions across 20 advertiser categories from January 2020 to May 2021 to assess COVID-19’s impact on CTV.

The study found that CTV has played a crucial role in driving a rebound in travel advertising. CTV ad impressions were up 34% in the first quarter of 2021, as opposed to the fourth quarter of 2020. In the second quarter of 2021, the impressions were up 64% versus the first quarter of 2021.

As of May this year, the number of travel advertisers has not returned to pre-pandemic levels yet. But, with a 30% growth, the sector was better placed than during the peak months of the pandemic.

Travel has topped the list of all tracked CTV categories in US impression gains in 2021 Q1, up 131% versus 2020 Q1. Additionally, the CTV travel ad spend has also shown signs of recovery this year.

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