Among performance marketers, CTV is a growing priority | Sponsored Content
This article was contributed and sponsored by SteelHouse.
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Record numbers of advertisers have gravitated toward connected TV (CTV) in the past year. But among the rapid rise in adoption, an interesting trend has emerged a growing number of brands and agencies are using CTV as a direct-response performance channel.
How performance marketers embraced CTV in 2020
In our 2021 Post-Holiday Connected TV Report, in which we analyzed SteelHouse customer data from Q4 2020, we found more advertisers were active on the nascent ad channel than anytime before. Performance TV, our CTV ad platform, saw a 67% year-over-year (YoY) increase in the number of CTV advertisers compared to Q4 2019.
Planes, trains, and automobiles: Travel ad sales to soar in 2021
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newsletter.
Following a year when travel turned taboo and staycations became standard, advertisers are begging stir-crazy customers to come fly with them. Dentsu Aegis Network expects worldwide travel and transport ad sales to grow by
nearly 30% this year, the highest out of all the industries it tracked, as the promise of vaccination restores consumer confidence so don’t expect quiet skies in the months ahead.
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Sightly is a media/marketing technology company specializing in video advertising and analytics. Its new Brand Mentality™ platform combines emotional and social intelligence with Anticipation Software™ to help brands and agencies respond moment to moment with true future-forward marketing across YouTube, TikTok, CTV, livestream video and more. Learn how.
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The future of digital out-of-home advertising in Canada remains uncertain
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The hardest-hit ad sector in 2020 was out-of-home (OOH) ad spending, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years. On the road to recovery, we expect programmatic buying of digital out-of-home (DOOH) ad inventory will claim a larger share than the small slice it holds today.
In our pre-pandemic ad spending forecast for Canada, we anticipated OOH would be the sole traditional format to experience positive growth in 2020. After a relatively normal Q1, when sector growth was relatively flat and concerns about the coronavirus were just starting to surface, the market plunged in Q2 as quarantines were fully enacted in Canada. The market for these ads never fully recovered even as lockdowns eased, summer arrived, and more people ventured outdoors.
The eMarketer team deliberated extensively to select the 10 key digital trends to watch in 2021 from a list of 43. Which trends narrowly missed the cut? Here’s our first in a series of additional transformative developments that ought to be on your radar in the year ahead.