Pixalate releases Q3 2020 Connected TV/OTT: Ad Supply Trends Report

Monday, November 16th, 2020 
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2020 Programmatic Connected TV/OTT report: 70% rise in ad spend despite COVID-19 pandemic; 72% of US households now reachable

  • Programmatic OTT/CTV advertising marketplace continues rapid growth in 2020 despite ad fraud rates hovering around 20%; Apple TV gains significant market share, but Roku remains the top OTT/CTV device

PALO ALTO, Calif. — Pixalate, a global ad fraud intelligence and marketing compliance platform, today released the Q3 2020 State of Connected TV/OTT: Ad Supply Trends Report. The report examines how the programmatic OTT/CTV advertising marketplace changed from Q1 2020 to Q3 2020 during the global pandemic.

Key Findings: Programmatic Connected TV/OTT ad spend rises 70% in 2020

  • OTT/CTV ad spend: Connected TV (CTV) / over-the-top (OTT) ad spend rose 70% between Q1 and Q3 2020
  • U.S. household reach: Nearly three-fourths (72%) of U.S. households are now reachable by programmatic OTT/CTV advertising, up from 59% in Q1 2020
  • Ad fraud (invalid traffic): Ad fraud, or invalid traffic (IVT), in programmatic OTT/CTV advertising remained around 20% throughout 2020
  • OTT/CTV device types: The majority (49%) of programmatic OTT/CTV ads go to Roku devices, but Apple TV saw the largest market share increase (+175%) in 2020
  • ‘Premium Services’ apps leap: Apps in the ‘Premium Services’ category on Roku saw a 64% increase in programmatic ad market share from Q1 to Q3 2020

The report also reveals that the Roku (+23%) and Amazon Fire TV (+19%) app stores both grew between Q1 and Q3 2020. Hulu, Sling TV, Pluto TV, and Tubi are among the most popular apps.

What’s inside the report

Pixalate’s State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report includes:

  • Global and regional OTT/CTV ad spend trends
  • Programmatic ad market share by device and operating system
  • Top OTT/CTV apps and platforms
  • Roku and Amazon Fire TV app store trends
  • Invalid Traffic (IVT) rates

Links: Pixalate