CTV Lead Ads Race

🍨Ad Cost Eases Temporarily on Meta Platforms

April 09, 2024

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CTV ADS

📺 CTV Dominates as Premier Advertising Avenue
Insights from EMARKTER

Connected TV (CTV) is emerging as the leading advertising platform in the U.S., with its market value expected to reach $30.10 billion by 2024, a 22.4% increase. CTV's effectiveness in advertising drives this growth, precision in audience targeting, advanced data analytics, screen prominence, and the potential for interactive adverts. 

The Scoop:

  • Programmatic Ad Spending: CTV's programmatic advertising is anticipated to hit $24.44 billion in 2024, with programmatic video ads slightly trailing at $24.01 billion, marking a significant year-over-year growth of over 23%.

  • Investment in CTV Video Ads: Investments in CTV video ads are forecasted to reach $11.76 billion in 2024, accounting for nearly 40% of the total CTV ad budget.

  • Challenges and Opportunities: Despite CTV's ability to track the consumer journey from exposure to purchase, the diversity in streaming platforms poses challenges for standardized campaign performance metrics. Shoppable CTV ads offer direct ROAS through sales conversions, while video completion rates serve as crucial metrics for non-sales-driven advertisements.

  • Demographic Shifts: With a decline in traditional TV viewership, especially among Gen Z, and an increase in CTV engagement, about 55 million viewers are expected to shift to digital streaming by 2024. This demonstrates a significant transition in viewer preferences across various age groups.

CTV is revolutionizing advertising, offering brands innovative and data-centric ways to engage with targeted audiences, signaling a transformative shift towards digital streaming platforms for advertising.

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MEDIA BUYER INDEX

😮‍💨Ad Cost Eases Temporarily on Meta Platforms
Insights from Northbeam

A fleeting reduction in advertising expenses, specifically Cost Per Mille (CPM) and Cost Per Click (CPC), is being noticed on Meta platforms, coinciding with the end-of-month campaign closures. This phenomenon is likely to be ephemeral.

The Scoop:

  • Momentary Decrease in Ad Expenditures: The scheduled conclusion of numerous advertising campaigns at month's end momentarily lessens the auction competition, thereby reducing CPM and CPC rates.

  • Short-lived Improvement in Metrics: This decrease in ad costs leads to a temporary improvement in Return on Ad Spend (ROAS) and Customer Acquisition Cost (CAC). However, advertisers are encouraged to treat this uptick as transitory.

  • Anticipated Return to Higher Costs: Drawing from Q1 report trends, it's expected that advertising expenses will soon realign to the ongoing pattern of increasing costs, as the temporary relief is projected to dissipate with the onset of April.

As advertising costs are anticipated to revert to their rising trajectory, strategic foresight and efficient budget allocation remain paramount for sustained campaign success.

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📖 Facebook surged to become the world's most-downloaded app with 59M new downloads, predominantly from Google Play. Meta now owns 6 of the top 10 downloaded apps globally.


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