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How Connected TV Ad Spend Will Surge in 2024: Predictions and Strategies

In an era where technology is at the forefront of every industry, the advertising world is no different. The landscape of television advertising is shifting—moving away from traditional TV ad spend to a more digitally-oriented approach. It’s time to explore the phenomenon that is predicted to dominate the advertising industry in 2024: Connected TV (CTV) Ad Spend. Buckle up! 

Predicted growth of Connected TV Ad Spend in 2024

As we stand on the brink of 2024, the buzzword on every advertiser’s lips is “connected TV ad spend”. And for a good reason! Current trends indicate that Connected TV ad spend is expected to rise dramatically in 2024, changing the game for advertisers and businesses alike. 

Here’s a peek into what the stats say:

Prediction 1: A recent forecast by eMarketer suggests that CTV ad spend could reach a whopping $14.12 billion in 2024. That’s a significant leap from the $9.36 billion figure recorded in 2021. 

Prediction 2: The same report predicts that the share of CTV ad spend in total TV ad spend is estimated to rise to 44.6% in 2024. This indicates a shift in advertising strategies, as businesses increasingly favor Connected TV advertising over traditional TV advertising. 

Why such a surge, you ask? The answer lies in the changing consumer behavior. With the rise of over-the-top (OTT) media services like Netflix and Hulu, more consumers are shifting from traditional TV to Connected TV. This switch opens a world of opportunities for advertisers to reach a broader, more engaged audience, thus leading to the predicted surge in connected TV ad spend in 2024.

But remember, with great power comes great responsibility. While it’s exciting to see CTV ad spend rise, it’s equally important for advertisers to adapt their strategies accordingly. The aim is not just to spend but to spend wisely.

Factors Driving the Surge in Connected TV Ad Spend

Why is Connected TV ad spend predicted to rise in 2024? Here are some key driving factors:

– The Streaming Revolution: The rise of OTT platforms like Amazon Prime, Disney+, and others has changed how we consume content. Traditional cable TV is losing its charm, and streaming services are gaining traction. Users love the convenience, variety, and control that these platforms offer—leading to a steep rise in their adoption.

– Targeted Advertising: CTV allows advertisers to target their ads more precisely. Want to reach millennial dog-owners in New York who love pizza? You got it! This level of specificity was unimaginable with traditional TV advertising and it’s attracting big bucks from advertisers.

– Data-driven Decisions: With CTV, advertisers can track their audience’s viewing habits, preferences, and more. This data is gold for crafting personalized ad campaigns that resonate with the audience. It’s a win-win situation: consumers get relevant ads, and advertisers get better ROI.

– Shift in Ad Spend: Many companies have already started reallocating their ad budget from traditional TV to CTV. As more companies follow suit, we can expect Connected TV ad spend to rise significantly in 2024.

In a nutshell, consumer behavior, technological advancements, and the ability to make data-driven decisions are the primary forces driving the surge in CTV ad spend. 

So, are you ready to ride this wave?

Strategies for Advertisers to Leverage the Surge

With all that said, it’s time to prep up and get your strategies in place. Here’s how you can make the most of this opportunity:

– Understand Your Audience: First things first—know your audience. Who are you trying to reach? What are their interests, preferences, and viewing habits? This information will guide your ad strategy and help you target your ads effectively.

– Personalize Your Ads: CTV offers the ability to tailor ads to individual users. Use this to your advantage! Create personalized ads that speak directly to your audience and remember, relevance is key.

– Leverage Data: Use data from past campaigns to inform your future strategies. What worked? What didn’t? Learn from your successes and mistakes.

– Test and Learn: Advertising through CTV is still relatively new, which means there is plenty of room for experimentation. Don’t be afraid to try different things and see what works best.

– Stay Nimble: The world of CTV advertising is evolving rapidly. Keep an eye on trends and be ready to adapt your strategies as needed.

As an advertiser, the predicted upswing in Connected TV ad spend presents a golden opportunity. The key is to stay informed, be flexible, and always keep your audience at the heart of your strategy. Ready to take the plunge?

Case Studies of Successful Connected TV Ad Campaigns

When it comes to learning, nothing beats hearing about real-world success stories. Let’s take a look at some brands that have effectively leveraged connected TV advertising.

Coca-Cola’s Personalized Ads
Coca-Cola took personalization to a new level with their “Share a Coke” campaign. The brand used data to show ads with the viewer’s name on a virtual Coke bottle. The result? A significant increase in brand engagement and sales.

Nike’s Interactive Campaign

Nike utilized the interactive capabilities of CTV to engage viewers in their “Just Do It” campaign. Viewers could click on the ad to learn more about the featured products and even make purchases. This seamless integration of advertising and shopping led to a remarkable uptick in sales.

Burger King’s Geo-targeted Ads

Burger King mastered geo-targeting with their “Whopper Detour” campaign. The fast-food chain sent ads to viewers located near McDonald’s, offering them a Whopper for a penny if they left McDonald’s and came to Burger King instead. The campaign was a massive hit and drove significant foot traffic to Burger King outlets.

These case studies provide valuable insights into what’s possible with CTV advertising, and there’s never been a better time to get creative and test new strategies. After all, your brand could be the next success story!

Future Trends in Connected TV Advertising

While we’ve seen a fair share of innovation already, the future of CTV advertising promises even more exciting developments. Here’s what you can expect to see:

Advanced Personalization: Ads will become even more tailored to individual viewers, taking into account not just basic demographic information, but also viewing habits, preferences, and even mood. Imagine watching a thrilling movie and seeing an ad for the latest horror novel that’s just up your alley. 

Increased Interactivity: Interactive ads will go beyond simple click-to-purchase functionality. You could be watching a cooking show and order the ingredients for the recipe directly through the ad. Or, during a fitness program, download the workout routine. 

Voice-activated Ads: With the rise of smart speakers and voice assistants, expect to see ads that you can interact with through voice commands. A simple “order now” could have your favorite pizza delivered to your doorstep. 

Better Measurement Tools: As advertisers demand more accountability, new tools will emerge to better measure ad performance. This means precise data on viewer engagement, conversion rates, and even the effectiveness of different ad elements. Check out our own tool that’s already doing all this and more – Wooshii Insight.

In short, the future of connected TV advertising is all about creating immersive, personalized experiences for viewers. So, as an advertiser, it’s time to think outside the box and embrace these new trends. Your audience is waiting!

How to Measure the Success of Your Connected TV Ad Campaign

Measuring success isn’t just a nice-to-have, it’s a must. As ad spend continues to rise in 2024, you’ll want to ensure you’re getting your money’s worth. So, how can you do that? Let’s dive in:

Viewer Engagement: This one’s a biggie! It’s not just about how many people saw your ad but how many actually engaged with it. Did they click on it, interact with it, or make a purchase? These are key indicators that your ad isn’t just getting views but is also sparking interest.

Conversion Rates: This refers to the percentage of viewers who take the desired action after seeing your ad. Whether it’s signing up for a service, making a purchase, or downloading an app, high conversion rates are a good sign that your ad is working.

Brand Lift: This is about how your ad affects the perception of your brand. Surveys and brand recall studies can help assess whether your ad has improved brand awareness, perception, and favorability.

Ad Recall: Measuring ad recall, or the viewer’s ability to remember your ad, can provide insights into how memorable and effective it was. 

Remember, the goal isn’t just to splash your ads on as many screens as possible. It’s about creating meaningful connections with your audience and driving action. So, keep these metrics in mind as you plan and assess your next CTV Ad campaign.

Risks and Challenges in Connected TV Advertising

Just as in any business venture, increasing your Connected TV ad spend in 2024 won’t come without its set of challenges and risks. But, don’t fret yet — awareness of these potential pitfalls can help you better plan your campaign and avoid unwanted surprises. 

One significant challenge is fragmentation. CTV is a rapidly growing space with multiple platforms, devices, and content providers. This widespread landscape can make it tough to ensure that your ads reach your intended audience. 

Next up, we have privacy regulations. With more stringent data privacy laws coming into play, advertisers must tread carefully. Not adhering to these regulations can land you in hot water, not to mention damage your brand’s reputation. 

Then there’s the risk of ad fraud. Just like in other digital advertising spaces, ad fraud can be a big concern in the connected TV space. Fake impressions and click farms are just two examples of how fraudsters might try to trick advertisers. 

Lastly, there’s the challenge of measuring success. As we’ve discussed earlier, understanding whether your ad campaign is effective is vital. However, due to the fragmented nature of connected TV, it can be difficult to gather and analyze accurate data. 

While these challenges may seem daunting, they’re not insurmountable – especially when you have access to tools like Wooshii insight. With careful planning, ongoing monitoring, and a little bit of savvy, you can maximize the potential of your CTV Ad spend, even as it continues to rise in 2024.

Opportunities for Marketers in the Connected TV Ad Space

As we navigate the ever-evolving landscape of CTV advertising, it’s important not to get bogged down by the challenges. In fact, as the connected TV ad spend continues to rise in 2024, there’s a whole host of opportunities just waiting for marketers to tap into!

Firstly, let’s talk targeting. Unlike traditional TV advertising, CTV allows for more precise targeting. You can tailor your ads to specific demographics, locations, and even viewing habits. This means your ads reach the right people, at the right time — talk about efficiency!

Then there’s the beauty of interactivity. CTV ads can offer interactive features, something not possible with traditional TV advertising. This opens the door for creative, engaging ads that encourage viewer participation, which can significantly boost brand engagement.

Don’t forget about reach. With more households opting for Connected TV, the potential audience for your ads is only growing larger. And with the rise of cord-cutting, Connected TV offers a unique opportunity to reach an audience traditional TV can’t.

Finally, let’s not overlook the cost-effectiveness. While CTV ad spend is predicted to rise in 2024, it’s important to note that Connected TV ads often offer a better return on investment (ROI) than traditional TV ads. This means your ad dollars are working harder for you.

So, while there may be challenges in the Connected TV ad space, the opportunities are plentiful, making it a space worth exploring for marketers looking to stay ahead of the curve.

Preparing Your Business for the Surge in Connected TV Ad Spend

As we’ve seen, CTV ad spend is set to rise in 2024, and it’s essential that your business is ready to capitalize on this. Here are a few tips to help you prepare:

Get to know your audience. The more you understand about your target audience, the more effective your CTV ads will be. What shows do they watch? When do they watch? Do they prefer live TV or on-demand content? The answers to these questions can help you create more engaging and relevant ads.

Invest in creativity. Connected TV allows for interactive and dynamic ad formats. Use this to your advantage! Create engaging, unique ads that stand out from the crowd. Remember, your audience has chosen to watch their content on demand, so your ad needs to add value, not interrupt.

Measure your success. Make sure you have a clear method for tracking the success of your CTV ads. This could be through direct responses, sales, brand recognition, or customer engagement. Remember, the goal isn’t just to spend more on ads, but to get a better return on your investment.

Plan for a multi-channel approach. Don’t put all your eggs in one basket. Just because CTV spend is rising, doesn’t mean you should neglect other advertising channels. A balanced, multi-channel approach can help you reach a wider audience and prevent over-reliance on one platform.

With proper preparation, your business can make the most of this growing trend and stay ahead of the competition.

Conclusion: The Future of Connected TV Ad Spend

The future of CTV ad spend is, without a doubt, looking bright. As we move closer to 2024, it is important to remember that this surge in ad spend is more than just a trend. It’s an evolution in the advertising landscape that’s driven by consumer behavior, technological advancements, and the growing appeal of on-demand content.

For businesses, this rise represents an opportunity to engage audiences in new and exciting ways. It’s a chance to break away from the traditional ad formats and explore more interactive, personalized, and engaging advertising experiences.

But, as with any change, it requires preparation and adaptation. Businesses that want to thrive in this new advertising landscape will need to understand their audiences, invest in creativity, measure their success, and maintain a balanced, multi-channel approach.

So, are you ready to ride the wave as Connected TV ad spend rises in 2024? Because, as we’ve explored, this wave isn’t just coming. It’s already here. And those who are prepared will be the ones who ride it to success.

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