CTV spending sees strong growth amid broader revenue decline.A slow return occurred over April and May before spending leveled out in June. Despite this downturn, The Trade Desk reported strong growth in connected TV spending, which confirms an industry trend that will likely continue for the rest of the year.
CTV was, and likely still is, the silver lining for programmatic advertising during the pandemic. The Trade Desk reported a 40% YoY increase in CTV spend in Q2, which outpaced its other omnichannel efforts — 20% for mobile and 15% for audio. Programmatic CTV spending has become a strategic priority for an increasing number of brands during the pandemic, as consumers continue to spend a of their time with streaming services. What's more is that programmatic options enable advertisers to buy targeted CTV ads at scale. This shift has been further propelled by brands operating with reduced marketing budgets.
We expect CTV will be the fastest-growing channel for programmatic ads for the remainder of the year, with plenty of room for growth. We forecast that CTV will be the fastest-growing device segment for both programmatic display and programmatic video ads in the US, although mobile will still make up the majority of such spending in absolute terms.
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