Connected TV Ad Inventory Keeps Growing

By Angie Johnston  |  July 18, 2019

eMarketer | Ross Benes | June 11, 2019

Connected TV Inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019 up from 51.7% in 2017, and because the time they spend watching will increases too, the amount of connected TV inventory available to advertisers will proliferate.

We define connected TV advertising as ads served to TV sets via the internet, be it via a smart TV or another device, such as a Blu-ray player, game console or Ruku.

Though the degree to which connected TV inventory is changing varies depending on what research you look at, the trend is clear.

“The inventory out there has opened up substantially over the past 12 to 16 months,” said April Weeks, executive vice president of media operations and services at demand-side platform Centro.

From 2016 to 2018, the share of total ad impressions that video ad platform Innovid served through connected TVs jumped from 13% to 27%. Video ad serving firm SpotX saw the share of impressions it serves through connected TVs increase from 15% in Q1 2018 to 33% in Q1 2019.

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