Connected TV Advertising 'Resilient' Amid 2020 Falloff: Google Report
Connected TV advertising was “resilient” in Q2 2020, even as advertisers pulled back from most channels, including advanced TV, blogged Peentoo Patel, Google Ad Manager group product manager, Friday. Programmatic advertising also endured in the height of the COVID-19-inspired downturn,…
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“declining much less than traditional reservations,” due to the flexibility it offered publishers and advertisers, said Patel, citing a Google ad report. Globally in 2020, more ads continued to be viewed on connected TVs than other devices, but the environments where people are watching are changing, said Patel, saying in-app impressions had significant gains in 2020 “as more people moved towards over-the-top streaming apps and adopted CTV devices.” When the pandemic hit in Q2, “all live events froze,” Patel noted, with overall advanced TV ad impressions dropping 18% year on year, while connected TV impressions grew 14%. When live sports began to return in Q3, TV ad impressions recovered, growing 40% from Q2, “much faster than VOD,” mostly on big-screen smart TVs, Patel said. In Q4 global ad impressions grew more than 60% year on year, with CTV holding the biggest share.