By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Marketing In Asia
  • Marketing
    • Viral
    • Expert Opinions
    • News & Trends
    • Research
    • Market Podcasts
    • Market Videos
    Marketing
    This category deals with best news and updates on marketing and branding news and events.
    Show More
    Top News
    Jonathan_Reeve_Headshot
    Eagle Eye Reveals Impact of Loyalty Programs on APAC Retailers
    2 months ago
    moha Launches the Brand New Kesar Chandan Soap, a Masterpiece Crafted with the Finest Natural Ingredients
    moha Launches Kesar Chandan Soap: A Luxurious Blend of Saffron and Sandalwood
    4 months ago
    Ultifresh Setting the Gold Standard in Sustainable Fashion and Corporate Responsibility
    Ultifresh: Setting the Gold Standard in Sustainable Fashion and Corporate Responsibility
    4 months ago
    Latest News
    Are coworking spaces the best way to keep up the next generation of Malaysian workers engaged?
    6 days ago
    Marketing in Asia Presents an Exclusive Interview with Ng Chew Wee, Head of Business Marketing, APAC at TikTok
    3 weeks ago
    How AI is Disrupting Advertising Production and Creatives
    4 weeks ago
    Maximising Loyalty ROI: A Guide for Retail Marketers
    1 month ago
  • Startup
    • News from Startup world
    • Startup Stories
    • Trends and Opinions
    • Startup Podcasts
    • Startup Videos
    Startup
    News and articles from startup and venture investment world
    Show More
    Top News
    Japan’s Evolving Booze Culture: A Market in Transformation
    Japan’s Evolving Booze Culture: A Market in Transformation
    7 months ago
    text
    Safe Space™ announces partnership with National Healthcare Group as it continues to boost employee support and wellbeing
    8 months ago
    Sakshi Kalani Founder & CEO of Savy Click and Jaipur Unfolded
    AI-Powered Analytics: Sakshi Kalani on Influencer Marketing in 2025
    8 months ago
    Latest News
    Byron J. Fernandez: Minimize the stress of business crises with strong CX
    5 months ago
    Vedant Mahajan Acquires Stake in Flite: Transforming Event Technology with Innovation
    5 months ago
    Navigating the Digital Economy and Tax Challenges for SMEs
    5 months ago
    sehatUP Launches India’s First Integrated Digital Health Clinic, Pioneering Holistic Healthcare
    7 months ago
  • Business
    • Feature Stories
    • News
    • Business Podcasts
    • Business Videos
    Business
    News and press releases from business world of Asia
    Show More
    Top News
    Gabie Boko_CMO_NetApp
    Marketing in Asia Presents an Exclusive Interview with Gabie Boko, Chief Marketing Officer, NetApp
    4 weeks ago
    Stella Zhu
    How AI is Disrupting Advertising Production and Creatives
    4 weeks ago
    Mr. Preston Tan, Vice President of Toyota Motors Asia
    Toyota Motor Asia – Move Your World Launch at Bangkok International Motor Show
    1 month ago
    Latest News
    Modern retail marketing technology solution allows businesses to deliver mind-blowing numbers of offers in real time
    4 days ago
    Are coworking spaces the best way to keep up the next generation of Malaysian workers engaged?
    6 days ago
    Marketing in Asia Presents an Exclusive Interview with Andy See, Founder and Managing Director of Perspective Strategies
    6 days ago
    Marketing in Asia Presents an Exclusive Interview with Ng Chew Wee, Head of Business Marketing, APAC at TikTok
    3 weeks ago
  • Society
    • Inspiration
    • Destinations & Travel
    • Food & Gourmet
    • People
    • Young Voices
    • Society Videos
    • Society Podcasts
    Society
    News and articles from and for societies around us
    Show More
    Top News
    Smashers Sports Acquires Delhi Franchise of WPBL: A Game-Changer in India’s Sports Entertainment
    Smashers Sports Acquires Delhi Franchise of WPBL: A Game-Changer in India’s Sports Entertainment
    5 months ago
    Resorts World Cruises Sets Sail from Dubai with New Luxury Gulf Voyages
    Resorts World Cruises Sets Sail from Dubai with New Luxury Gulf Voyages
    6 months ago
    Australia luxury property
    Australia’s Luxury Real Estate Market Soars as Affluent Buyers Seek Waterfront Dreams
    6 months ago
    Latest News
    From Taboo to Triumph: How Malaysians Are Transforming Their Intimate Health Journey
    2 months ago
    Top 5 Misconceptions About Antibiotics Malaysians Need to Stop Believing
    2 months ago
    Eagle Eye Reveals Impact of Loyalty Programs on APAC Retailers
    2 months ago
    Elevate Your Haircare in 2025 with Jung Beauty’s Luxurious Camellia Edition Treatment
    4 months ago
  • Press Release
  • Awards
    • MIA Impact Circle Stellar CxO 2023 Malaysia
    • MIA Impact Circle Stellar CxO 2023 India
    • MIA Impact Circle Stellar CxO 2023 Philippines
    • Australian Women in Business Excellence Awards
    • MIA Impact Circle Stellar CxO 2024 Singapore
    • Mia Impact Circle Stellar Cxo 2024 Hongkong Award 
    • Mia Impact Circle Stellar Cxo 2024 Indonesia Award 
Search
Technology
  • Hot
  • Trending
  • Editor’s Choice
  • NSFW
  • Reactions
  • Authors
  • Viral on Internet
Other Pages
  • My Bookmarks
  • Customize Interests
  • About Marketing In Asia
  • Business Register & Login
  • Web Stories
  • Videos
  • Disclaimer
  • Terms of Service
  • Privacy Policy
© 2024 Marketing In Asia Sdn Bhd. All Rights Reserved.
Reading: Why Is CTV A Must-Buy For Advertisers This Holiday Season?
Share
Sign In
Notification Show More
Latest News
Uniqlo Opens In Seremban 2
Uniqlo Opens In Seremban 2, Marking A New Retail Milestone
Press Release
avia
India: Revolutionizing Video And Content For The Global Media And Entertainment Industy
Press Release
UNESCO Global Forum
Thailand, Led by DPM Prasert, to Showcase Leadership in Hosting the 3rd UNESCO Global Forum on the Ethics of AI 2025
Press Release
Ensign Infosecurity
Ensign InfoSecurity Recognised in MITRE’s 2024 Impact Report for Contribution to Global Cyber Defence Research
Press Release
Fore Experience
Fore Coffee Opened “Fore Experience” an Extension Experience for Customers
Press Release
Aa
Marketing In Asia
Aa
  • Hot
  • Trending
  • Editor’s Choice
  • NSFW
  • Reactions
  • Authors
  • Viral on Internet
  • My Bookmarks
  • Customize Interests
  • About Marketing In Asia
  • Business Register & Login
  • Startup Register & Login
Search
  • Marketing
    • Viral
    • Expert Opinions
    • News & Trends
    • Research
    • Market Podcasts
    • Market Videos
  • Startup
    • News from Startup world
    • Startup Stories
    • Trends and Opinions
    • Startup Podcasts
    • Startup Videos
  • Business
    • Feature Stories
    • News
    • Business Podcasts
    • Business Videos
  • Society
    • Inspiration
    • Destinations & Travel
    • Food & Gourmet
    • People
    • Young Voices
    • Society Videos
    • Society Podcasts
  • Press Release
  • Awards
    • MIA Impact Circle Stellar CxO 2023 Malaysia
    • MIA Impact Circle Stellar CxO 2023 India
    • MIA Impact Circle Stellar CxO 2023 Philippines
    • Australian Women in Business Excellence Awards
    • MIA Impact Circle Stellar CxO 2024 Singapore
    • Mia Impact Circle Stellar Cxo 2024 Hongkong Award 
    • Mia Impact Circle Stellar Cxo 2024 Indonesia Award 
Have an existing account? Sign In
Follow US
© 2023 Marketing In Asia Sdn Bhd. All Rights Reserved.
Marketing In Asia > Blog > Marketing > Trends > Why Is CTV A Must-Buy For Advertisers This Holiday Season?
Trends

Why Is CTV A Must-Buy For Advertisers This Holiday Season?

profile
Last updated: 2020/11/05 at 12:00 AM
Laura Quigley
Share
7 Min Read
why-is-ctv-a-must-buy-for-advertisers-this-holiday-season?
SHARE

The adoption of streaming and Connected TV (CTV) during the lockdown has significantly accelerated. In a September 2020 study, IAS found that Connected TV (CTV) has become mainstream in Indonesia with 7 in 10 consumers having access to it and a whopping 92% of consumers have increased their consumption of streaming content during the COVID-19 pandemic and the story is not very different in other markets we ran the research in.

Consumer eyeballs are followed by marketers ad spends and typically ad fraudsters go where money flows. OTT/CTV ad spends were up 60% in early August 2020 vs. early April 2020 according to a recent SpotX report indicating clearly that advertisers are eager to optimise their ad spends and advertise where the eyeballs are.

Before I begin to dive deep into the benefits of campaigns on CTV it’ll be worthwhile to draw a difference between streaming/ OTT and CTV.

“Over the top” (OTT) means the video content is broadcast via the Internet. This video content is accessible on devices such as a laptop, mobile device, tablet, or connected TV.

“Connected TV” (CTV) covers all devices that offer multimedia support and can connect to the Internet such as video game consoles, Smart TVs, or Blu-ray disc players.

APAC will see the fastest growth in CTV spend

Recently PubMatic commissioned a global study by Forrester which uncovered how different programmatic video capabilities impact publisher monetization. The results painted a very exciting future for CTV in APAC. The report suggests that whilst the CTV opportunity is still nascent in APAC, publishers here are predicting significant ad spend growth in the format over the next 12 months – potentially signaling the second wave of video streaming growth.

The study found that publishers in APAC were predicting stronger growth in CTV spend than their EMEA and US counterparts – with publishers predicting 34% ad spend growth in the format over the next 12 months, vs. 21% for EMEA and 20% for the US. Within APAC, publishers across the region are expecting to see strong ad spend growth in the format – with ANZ seeing the strongest growth 42% vs. 33% for Japan, 32% for SEA, and 30% for India.

Burgeoning CTV Viewership fuels more Opportunities for Advertisers During Holiday Season

According to recent data from The Trade Desk’s survey with YouGov, the number of cord-cutters is growing as a result of a stay at home mandate. 64% of U.S. adults have never had cable, have already cut, or are planning to cut their cable subscriptions. With limits on consumers’ willingness to pay for streaming subscriptions, lower-cost and free advertiser-supported offerings are becoming more popular.

According to Integral Ad Science (IAS) global streaming wars report, 84% of Indonesia, and 76% of Australia consumers are willing to see ads in exchange for free streaming content. IAS report suggests 89% of Indonesian and 57% of Australian consumers surveyed, have added at least one ad-supported streaming service to their viewing habits since the onset of the pandemic.

CTV platform provides a win-win option for consumers and marketers. Consumers want options, flexibility, prefer on-demand, ad-supported entertainment with fewer, relevant ads. As they pull back on monthly subscriptions due to economic uncertainty, free, ad-supported services will continue to increase in viewership, providing even more supply for advertisers.

These audiences will be essential for brands looking to drive sales and growth following the economic recovery from the pandemic. Advertisers have an opportunity to stream their commercials alongside premium content.

According to TTD  platform data, the daily average available Connected TV inventory rose 54% YoY in April 2020. CTV represents a new paradigm for advertisers and their planning cycles thereby addressing the need for speed, agility, and maximum flexibility with their budgets, especially during the upcoming holiday buying season.

Brands that embrace evolving and upcoming mediums will be in a better position to win the hearts and minds of consumers.

Protect CTV Campaigns from Ad Fraud

The holiday buying season presents a huge potential to savvy marketers to get in front of the consumers in the region who traditionally make purchases of big-ticket items such as furniture, automotive, and electronics in preparation for the festive season. The advertising campaigns run full-swing to take advantage of the Harbolnas, Singles day, Black-Friday promotions, and more across the region. We know where the money goes, fraud follows and the same holds true for CTV.

CTV, as a medium, has the potential to represent the best of both TV and digital. It has the best of both worlds- the reach and attention of linear advertising, with data and targeting of digital. With eMarketer estimating that almost 60% of CTV inventory will be bought programmatically by 2021, the risk of fraud will continue to rise.

As the Connected TV/OTT market grows and gets increasingly traded programmatically, the risk of ad fraud will continue to rise. Higher CPMs, a decentralized app ecosystem, a lack of widely-adopted industry standards, and other factors have turned the OTT/CTV landscape into a hotbed for ad fraud.

CTV buyers must start measuring CTV inventory and work with a third-party verification partner to make sure the CTV ads are seen by real people and have the opportunity to make an impact this holiday season.

You Might Also Like

AD-Ventures Continue – Western Sydney International Airport Launches Digital Advertising Tender

yuu Rewards Club Teams Up with Mediacorp for Singapore’s First Ultra-Short Episodic Micro-Drama

The Pulse of Influence: Meltwater Unveils Top 10 Social Media Influencers in Singapore for 2024

Redefining Digital Advertising: Christina DiLaura on DoubleVerify’s Innovations in APAC

IAS Launches Revolutionary Quality Attention™ Optimization and Social Attention Measurement Tools

MIA
Get Latest Job Updates on Whatsapp and Telegram
SCIKEY Logo
Whatsapp
Telegram
TAGGED: business insights, digital advertising

Sign Up For MIA Newsletter

Be keep up! Get the latest updates about the Marketing world delivered straight to your inbox.

    By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
    Laura Quigley November 5, 2020 November 5, 2020
    Share This Article
    Facebook Twitter LinkedIn Email Copy Link Print
    Share
    What do you think?
    Love0
    Happy0
    Joy0
    Surprise0
    Sad0
    Angry0
    Cry0
    profile
    By Laura Quigley
    Follow:
    Laura Quigley is the Managing Director, APAC at Integral Ad Science. Based in Singapore, she builds strong partnerships with clients, agencies, and publishers and helps them solve their pressing business challenges with the use of cutting edge IAS technology solutions.
    Previous Article essays-on-a-life-before,-during-and-after-the-law-with-mark-shaiken Essays On A Life Before, During And After The Law With Mark Shaiken
    Next Article here’s-why-withholding-information-doesn’t-always-mean-competitive-advantage Here’s Why Withholding Information Doesn’t Always Mean Competitive Advantage
    Leave a comment Leave a comment

    Leave a Reply Cancel reply

    You must be logged in to post a comment.

    9.5k Followers Follow
    3.4k Followers Like
    1.1k Followers Follow
    214 Followers Follow
    208 Subscribers Subscribe

    Latest News

    Uniqlo Opens In Seremban 2
    Uniqlo Opens In Seremban 2, Marking A New Retail Milestone
    Press Release 7 hours ago
    avia
    India: Revolutionizing Video And Content For The Global Media And Entertainment Industy
    Press Release 3 days ago
    UNESCO Global Forum
    Thailand, Led by DPM Prasert, to Showcase Leadership in Hosting the 3rd UNESCO Global Forum on the Ethics of AI 2025
    Press Release 3 days ago
    Ensign Infosecurity
    Ensign InfoSecurity Recognised in MITRE’s 2024 Impact Report for Contribution to Global Cyber Defence Research
    Press Release 3 days ago

    PropertyGuru

    property guru

    You Might also Like

    The ad-ventures continue here at WSI
    Press Release

    AD-Ventures Continue – Western Sydney International Airport Launches Digital Advertising Tender

    3 months ago
    yuu Rewards Club Teams Up with Mediacorp for Singapore’s First Ultra-Short Episodic Micro-Drama
    Press ReleaseTrendsViral

    yuu Rewards Club Teams Up with Mediacorp for Singapore’s First Ultra-Short Episodic Micro-Drama

    4 months ago
    The Pulse of Influence Meltwater Unveils Top 10 Social Media Influencers in Singapore for 2024
    OpinionResearchTrends

    The Pulse of Influence: Meltwater Unveils Top 10 Social Media Influencers in Singapore for 2024

    5 months ago
    Christina DiLaura, Global VP for Attention, DoubleVerify
    BusinessInterviews

    Redefining Digital Advertising: Christina DiLaura on DoubleVerify’s Innovations in APAC

    5 months ago
    //

    Get Asia to Notice You

    Quick Link

    • Contact
    • RSS Terms of Service
    • Policies & Standards
    • About Us
    • FAQ
    • Disclaimer
    • Terms Of Service
    • Privacy Policy

    Top Categories

    • Marketing
    • Startup
    • Feature Stories
    • News
    • People
    • Inspiration

    Sign Up for Our Newsletter

    Subscribe to our newsletter to get our newest articles instantly!

      Marketing In AsiaMarketing In Asia
      Follow US
      © 2024 Marketing In Asia. All Rights Reserved.
      • Disclaimer
      • Terms of Service
      • Privacy Policy