CTV ad spend jumps 16% as digital video becomes dominant force in TV/video market | MarTech

CTV’s ad spend jumped 16% last year, a significant rebound from 2023, when it lagged behind online and social video, according to The IAB Digital Video Ad Spend and Strategy Report released today.CTV’s resurgence marks a pivotal moment as digital video has become the dominant force in the TV/video market.CTV is expected to grow another 13% in 2025 to reach $26.6 billion. That will put CTV firmly ahead of online video, with CTV ad spend in 2025 projected to be 43% larger than online video ($18.6 billion).One critical force behind the increase is streaming platforms’ improved programmatic and self-serve activation tools. These advancements have made investing their ad dollars significantly easier for brands of all sizes.Email:See terms.This ease of activation, combined with CTV’s targeting and measurement capabilities, make it the channel of choice in advertisers’ minds. Over two-thirds (68%) of advertisers said CTV is essential for their media plans, placing it at the top of the “must b...