Alex Visoky, director of client services, Tatari
Connected TV ad spend is projected to reach $51 billion globally by 2029, accounting for nearly half of traditional broadcast TV advertising revenue. That shift reflects how quickly the marketplace is maturing and how aggressively advertisers are reallocating budgets to streaming environments.
But as money moves, so do advertisers’ assumptions. Many brands are approaching CTV as if it were a direct extension of other digital channels where they can plug into programmatic pipes, chase efficient CPMs and let algorithms do the heavy lifting. But the reality is more complicated.
Programmatic CTV advertising may be growing fast, but it still represents only a slice of the streaming inventory available to advertisers. In fact, 90% of all CTV impressions come from just 10 publishers, according to recent data from Tatari. Brands that rely on programmatic as their primary media buying model are missing out on substantial opportunities to reach audiences across the broader TV ecosystem.
“If anyone tells you you can programmatically do television forever, they’re full of it,” Nick Fairbairn, vp of growth marketing at financial technology company Chime, said during Advertising Week. “The winners are going to marry data, technology and relationships.”
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