Has CTV Reached Its Limit? Here’s Our 2022 CTV Prediction

Has CTV Reached Its Limit? Here’s Our 2022 CTV Prediction

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What’s our CTV prediction for 2022?

If there’s one thing that exploded in 2020, it’s Connected TV (CTV). In the US, as much as 40% of adults watch CTV, and a good number of them watch ad-supported content. For this reason, eMarkert estimates CTV ad spending in the US to reach US$18.29 billion by 2024.

US Connected TV Ad Spending

In the UK, more than half of the households are consuming content via CTV, which advertisers have mainly invested in.

Its popularity has surged exponentially, leading some to question if there’s still more to expect from CTV.

Or has it reached its limit?


Where Are We At?


At present, CTV continues to make waves in the advertising industry.
According to Insider Intelligence, approximately 213.7 million users consume content on CTV devices daily.

However, one sector—the direct-to-consumer (DTC) marketers have been slow in investing in CTV. A survey showed that only 10% of the 280 DTC brands plan to spend on CTV by the first half of 2022.

CTV still faces challenges, mainly concerns about measurement, accessibility, fragmentation, and even the lack of standard practices for its use.

Another concern that most advertisers deal with is how CTV is traded. More than half of CTV purchasing is not done programmatically, limiting marketers’ ability to deliver targeted and tailor-made ads efficiently. Ultimately, this can affect maximizing ad views, conversions, and revenues.


Our CTV Prediction: 2022 is the Year of CTV


While there is still room for growth and improvement, many advertisers have indeed leveraged the immense popularity and adoption of CTV. It’s safe to say that it’s still in its infancy. With its nascent format, there’s still so much more to explore to unleash its potential fully.


Flexibility from Platforms

Platforms like Roku, Amazon Fire, Apple TV, and others will embrace the fact that being more accommodating to advertisers is the way to increase their revenue streams. While they may still employ best practices, they will have a more open approach to benefit everyone, from advertisers, publishers, and consumers.


CTV Key to Brand Awareness

While CTV is already popular, global CTV adoption is still rife with opportunities. It’s not yet saturated, and this presents a perfect opportunity for brands to engage their target audience and increase brand awareness. CTV provides an affordable solution to advertisers to reach their audience on a more personal level.


Improving CTV Measurement Standards

One of the challenges of CTV advertising is the lack of measurement standards to measure success. With a CTV prediction of more growth, progress in developing the best practices for measurement will happen. When this happens, advertisers and publishers will be able to paint a better picture of their campaigns — see which areas can further be improved to boost their numbers.


The Growth of CTV and video is inevitable, and advertisers can lean on this opportunity to get an edge on the competition. Thankfully, AlgoriX provides an avenue for growth in addressable TV. Connect with us to learn more about how our solutions can boost your business.

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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.