A survey of some of the most influential figures in digital advertising found 87% of respondents plan to increase their investment in CTV advertising over the next year, with 13% planning to invest roughly the same amount as this year.
No one is planning to invest less than currently in CTV advertising.
The findings come with the release of All Tomorrow’s TV, a Leadership Barometer report from NDA in partnership with Yahoo.
We personally invited 50 of the most experienced industry leaders in CTV advertising to complete a survey on the propsects of CTV advertising in 2024, ensuring that the results provide a credible, robust and valuable snapshot of the leadership thinking that’s likely to shape the development of CTV advertising over the next 12 months.
Other key findings included that, when asked, ‘Is there enough premium inventory available in the CTV advertising marketplace?’, 47.8% answered ‘Yes’ and 45.7% of respondents answered ‘No’.
Lack of such inventory has long been an issue in the CTV market and it is striking the result was so polarised.
Alice Beecroft, Senior Director of Global Strategy and Partnerships at Yahoo says this split could result from confusion over what constitutes ‘premium inventory’.
“The CTV landscape is going through a transformation with lots of new publishers and new types of supply coming into the ecosystem. That poses some interesting questions about the nature of premium inventory. Does it relate only to broadcaster-developed content? Must it be viewed on the big screen?
“Does it have to be long form content? Non user-generated content? What about popular long-form YouTube or Vevo content that’s being viewed on a big screen? There are lots of different interpretations of what represents premium inventory right now.”
To provide even deeper insight into the CTV advertising market, the report is also based on in-depth interviews with industry leaders including: Tom Weeks, Director of Paid and Owned media at IHG (Intercontinental Hotels and Resorts); Samsung Ads’ Head of Platform Sales for Europe, Chris Kleinschmidt; Thomas Stimpfig, Head of Video at PHD; Alice Beecroft, Senior Director of Global Strategy and Partnerships at Yahoo; and Mark Stubbs, Group Strategy Director (Amazon Europe) at Rufus.
To delve deeper in the findings, the report can be downloaded for free here: