In this report, we will explore the dynamic realms of programmatic advertising. The rapidly evolving ecosystem where innovation meets purpose, driving the quest to captivate audiences and enhance campaign effectiveness.
Key Takeaways
- As we look to the future, the next big leap in CTV growth hinges on the powerful combination of content and choice.
- Digital out of home (DOOH) continues to evolve with technology driving a more programmatically enabled ecosystem.
- Attention Metrics are metrics used to measure a user’s attention to an ad placement. Attention metrics bypass legacy metrics like CTR’s and VCR’s to unveil insights on which placements and creatives are driving engagement, attention and campaign results.
Creatives
Highlights
Global connected TV (CTV) ad revenue is projected to reach almost $26 billion growing by 13.2% in 2023, compared to the previous year. By 2028, CTV ad spend is expected to exceed $42 billion.
Technological advancements in the last two decades have significantly
improved OOH, particularly with the rise of digital OOH (DOOH). It is predicted that DOOH will account for 25.4% of global OOH spend in 2023, a notable increase from 17.8% in 2020.
In 2023, we've seen a seismic shift in advertiser strategies focusing on the power of attention time metrics. What we'll see in the future is brands taking control of how much attention they are garnering across all
their channels
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