Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.
Marketers shift their strategies to focus on CTV—that includes those that take advantage of CTV’s better targeting and measurement. But even though linear TV is on the decline, it’s still massive, and marketers need to balance their strategy shifts accordingly.
Airline ad spend dips again—what little recovery was seen pre-holidays has been reversed as cases surge. The industry will see a slight rebound in ad spend as the vaccine rolls out, but it won’t approach pre-pandemic levels for a while.
TV network group OpenAP is looking to replicate the success of digital platforms by offering more audience-based linear TV buys through a new supply-side platform (SSP).
Not every marketer does influencer marketing, but a large majority do. In our first-ever forecast, we estimate that 67.9% of US marketers with 100 or more employees will use influencers for paid or unpaid brand partnerships in 2021.
Many social media platforms have started making measurable gains in social commerce, but according to a June 2020 Bizrate Insights survey conducted for eMarketer, there’s still a ways to go.