4 TV Buying Trends to Watch in the Back Half of 2021 (and Beyond)Thursday, July 1, 2021, 10:15 AM ETPosted by:Jason Swartz
VP, Advanced Advertising, New Business, and National Sales, New York Interconnect
TV and entertainment viewing patterns changed dramatically in 2020, accelerating numerous evolutions already afoot in TV targeting, reporting, data, measurement and more. What’s around the bend in media buying? Here are a few key areas of industry focus to keep on your radar.
More Is More in Streaming
The appetite for streaming content has skyrocketed and shows no signs of slowing down. Global viewing grew 44 percent during the last three months of 2020, according to research firm Convivia, which tracks 500 million unique viewers and 180 billion streams annually. In fact, within this streaming surge, ad-based video on demand (VOD) is projected to experience 22 percent compound annual growth and become a $20 billion segment by 2024, according to the VAB. If your TV ad strategy hasn’t pivoted to align with this surge, it’s in urgent need of a refresh. It’s also worth noting that this surge in streaming is on top of existing cable viewership, not in place of it.
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