As the streaming viewership surge grew the pool of available inventory, sellers rolled back their streaming ad prices, which led a higher share of upfront ad dollars to roll in.
The dollars have already started following audiences who are increasing tuning out of linear TV and into streaming. But this year that flow of money picked up pace. As the streaming viewership surge grew the pool of available inventory, sellers rolled back their streaming ad prices, which led a higher share of upfront ad dollars to roll in. “CTV took from everybody. It took from linear folks. It took from traditional digital partners. That’s where we know the eyeballs are going and the dollars have to follow that,” said one agency executive. Read more below. In 2019, 20% of clients’ upfront budgets went to streaming inventory. In 2020, that figure grew to roughly 25%, according to the executive. TikTok could emerge as one of the unlikely winners during the end-of- year scramble from advertisers to dump as much of their media dollars as possible. TikTok and Shopify announced that Shopify merchants can now create and run TikTok campaigns from directly within the Shopify dashboard. Other things to know about Connected TV and streaming services are creating a new mass media. Download this report to learn more about 2020 CTV consumer trends and what to expect in 2021 and beyond. Sponsored by InMobi. This new guide explores the functions and benefits of the revenue management platform, or RMP, a newly emerging publisher platform that formalizes a single-system approach to segmentation and monetization. Sponsored by Carbon AI. | |
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