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How North America's Programmatic CTV Ad Market Responded to COVID-19 in 2020

Apr 7, 2021 12:00:00 PM

Pixalate's Connected TV (CTV) Ad Supply Trends Report 2020, offers an in-depth look at programmatic CTV advertising throughout 2020.

The report analyzes programmatic CTV ad spend trends in 2020, which was a big year for CTV as the COVID-19 pandemic shutdowns kept consumers at home for much of the year.

This blog details how the North American programmatic CTV ad market made its way through 2020.

North America's programmatic CTV ad market in 2020

2020-programmatic-ctv-ad-spend-trends

North America's programmatic CTV ad market increased 123% in 2020, when comparing Q120 to Q420.

  • Q120 saw the lowest amount of programmatic CTV ad spend in any quarter of 2020, but it was still up over 200% compared to Q119
  • COVID-19 lockdowns began in Q220, which limited programmatic CTV ad growth but did not stop it. The market still rose 10% quarter-over-quarter (QoQ) and 106% year-over-year (YoY)
  • The market rebounded in a big way over the second half of 2020, ending the year up 123% compared to Q120 and up 98% YoY

What's inside the report

Pixalate's 2020 Connected TV Ad Spend Supply Trends Report includes:

  • State of the CTV ad marketplace
  • Programmatic ad spend in CTV by region
  • CTV device trends
  • App Store Insights
  • Top CTV apps
  • Top CTV operating systems 
  • Top CTV Supply-side platforms (SSPs)

Download a free copy of the report here: 2020 Connected TV Ad Spend Supply Trends Report.

Disclaimer

The content of this blog, and the Connected TV (CTV) Ad Supply Trends Report 2020 (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any insights shared are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of open auction programmatic traffic sources. As cited in the Report and referenced in the Report's key findings reproduced herein, programmatic ad transactions, as measured by Pixalate, are used as a proxy for ad spend. The Report examines U.S. advertising activity. Per the Media Rating Council, Inc. (MRC), "'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes.” Also, per the MRC, "'Invalid Traffic' is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic." Any references to outside sources in the Report and herein should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees.

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