If the 2010s were the decade of mobile advertising, then the 2020s are gearing up to be the era of connected TV.
Advertisers, media owners and ad-tech companies are pouring resources into CTV as television viewing habits drastically change.
The novel coronavirus pandemic has accelerated these shifts. Streaming is up as people stay home during lockdowns. Plus, the economic fallout of the pandemic is expected to hasten cord-cutting, with traditional paid TV subscriptions expected to fall by 27 million over the next four years, according to MoffettNathanson.
Investments are quickly following.