Connected TV Advertising

Almost Ready for Primetime

About This Report
Connected TV advertising is expected to grow, albeit not as fast as many would like, and certainly not as fast as audiences are embracing this platform for consuming content. Industry experts are optimistic that the ad dollars will eventually catch up with consumer adoption.

Executive Summary

Although connected TV advertising likely makes up a small, single-digit portion of overall video ad spending, it is expected to grow in the coming years as audiences continue to embrace digital streaming on their living room screens. The dynamics of connected TV advertising are challenging given the fragmentation among platforms, relatively small scale and a lack of standardization in data gathering and reporting, but the popularity of the medium makes it a tantalizing ad opportunity.

How many US connected TV users are there, and what is the forecast for 2022?

In 2018, our forecast puts the number of connected TV users at 182.6 million, or 55.5% of the US population. In 2022, the number of connected TV users will rise to 204.1 million, which will represent 60.1% of the population.

What’s the difference between connected TV and OTT?

The two terms are often used interchangeably in the industry. We define OTT as video that’s delivered independently of a traditional pay TV service, irrespective of device. Connected TV refers specifically to video watched on a TV with internet connectivity. By these definitions, connected TV is a subset of OTT. Nevertheless, industry insiders and data providers often use the term OTT to refer to services that are geared primarily toward connected TV viewing, such as Netflix, Hulu, Amazon and Sling TV.

How can a marketer buy a connected TV campaign?

A media buyer considering connected TV has the option of buying from sources such as streaming device manufacturers, smart TV makers, content aggregators, programmatic ad firms and broadcast networks that allow advertisers to extend traditional TV buys into the digital space. This means the inventory is spread out in a way that makes it hard for any single channel, or provider, to deliver the kind of scale that advertisers are accustomed to with linear TV. The industry is currently working through a host of technical and business challenges that have stood in the way of a flourishing ad business on connected TV.

WHAT’S IN THIS REPORT? This report examines the connected TV space through the lens of advertising opportunities and challenges.

Here’s what’s in the full report


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21expert perspectives

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Table of Contents

  1. Executive Summary
  2. Connected TV Ad Spending
  3. Connected TV Usage
  1. Barriers to Advertising Opportunity
  2. Key Takeaways for Marketers
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Pooja Midha
Interviewed June 12, 2018
Scott Rosenberg
Senior Vice President, General Manager, Platform
Interviewed June 8, 2018
Tal Chalozin
CTO, Co-Founder
Interviewed April 4, 2018
Beth-Ann Eason
Interviewed April 4, 2018
Amanda Edwards
Chicken Soup for the Soul
Chief of Staff
Interviewed June 24, 2018
Ray Erickson
Vice President, National Videos Sales and Partnerships
Interviewed June 25, 2018
Chris LaHaise
Director, TV Solutions
Interviewed June 12, 2018
Scott McDonald
Advertising Research Foundation
Interviewed May 10, 2018
Ashwin Navin
Samba TV
Co-Founder, CEO
Interviewed May 8, 2018
Jim O'Neill
Principal Analyst
Interviewed June 19, 2018
Nick Pino
Senior Editor, Home Entertainment
Interviewed June 12, 2018
Oscar Rondon
Vice President, Advanced TV
Interviewed June 22, 2018
Dean Vegliante
Interviewed June 11, 2018
Wayne Young
Vice President, Product Management
Interviewed June 25, 2018
Mark Cullinane
PCH Media
Senior Vice President, General Manager, Digital
Interviewed April 3, 2018
Will Kreth
Entertainment Identifier Registry Association (EIDR)
Executive Director
Interviewed July 11, 2018
Sarah Scherer
Goodway Group
Media Product Manager
Interviewed May 31, 2018
Bunker Sessions
Extreme Reach
Vice President, Business Development
Interviewed July 26, 2018
Nola Solomon
Vice President, Global Programmatic Partnership
Interviewed June 13, 2018
Jeremy Stewart
Giant Media
Senior Vice President, Product and Engineering
Interviewed June 7, 2018
Jason Zeller
PCH Media
Director, Digital Marketing and Acquisition
Interviewed April 3, 2018


Paul Verna


Annalise Clayton
Senior Researcher
Sean Creamer
Lauren Fisher
Principal Analyst