An analysis of 2019 programmatic ad supply trends in the Connected TV (CTV) and Over-the-Top (OTT) advertising industry
Pixalate, a global ad fraud intelligence and marketing compliance platform, today announced the release of its State of Connected TV/OTT: 2019 Ad Supply Trends Report, featuring granular analysis on the latest trends in Over-the-Top (OTT) and Connected TV (CTV) advertising.
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Key Findings: 330% global growth in programmatic OTT/CTV ad transactions in 2019
- OTT/CTV explosive growth: 330% rise in programmatic OTT/CTV ad transactions in 2019
- App ecosystem: 232% rise in OTT/CTV apps that support programmatic advertising over the last 18 months
- Amazon Fire surges: Amazon devices, led by the Amazon Fire, saw a 63% programmatic ad market share increase in 2019
- Roku devices lose ad market share: Roku devices saw a 12% dip in programmatic ad market share in 2019
- Hulu, Sling among top Roku apps: Hulu and Sling, respectively, were the top two Roku channel store apps in terms of programmatic ad volume in 2019, according to Pixalate’s data
OTT/CTV device market share is determined by the share of voice of programmatic OTT/CTV ad impressions based on the device the impressions were delivered to. OTT/CTV device market share is based on data monitored by Pixalate.
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What’s inside the report
Pixalate’s State of Connected TV/OTT: 2019 Ad Supply Trends Report includes:
- New benchmarks on the programmatic OTT/CTV ad landscape
- Global OTT/CTV programmatic ad growth rates
- Including North America, APAC, EMEA, and LATAM breakouts
- Breakdown of OTT/CTV device popularity, including Roku, Amazon, Apple, and more
- The rise in the total number of OTT/CTV apps that support programmatic advertising
- Growth of the Roku channel store
- Top 10 most popular Roku apps based on programmatic ad volume
- Top supply-side platforms (SSPs) for programmatic advertising in OTT/CTV
“Connected TV is no longer an add-on channel; it’s the medium fueling disruption in the digital advertising economy,” said Jalal Nasir, CEO of Pixalate. “As the OTT/CTV streaming wars heat up with more publishers entering the ecosystem, we encourage brands to take proper precautions when validating their supply partners.”
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