Why Streaming TV Advertising is Poised for Accelerated Growth in a Cookie-less Era

Author: Dave Marquard, Head of Product, Premion.

Premion’s own Dave Marquard discusses the phasing out of third-party cookies, how marketers are reevaluating media investment allocations and the priority platforms for effective targeted advertising. Connected TV (CTV) and over-the-top (OTT) channels have always been cookie-less environments, instead relying on privacy-safe household level identifiers — and are poised for accelerated growth in a cookie-less era.

As the fastest growing advertising medium, CTV advertising combines the best of digital — with its audience targeting and measurement capabilities — and the best of the big screen TV experience in long-form, lean-back premium and brand-safe content. According to eMarketer, 83 percent of U.S. households are projected to be CTV households this year. Furthermore, U.S. CTV ad spending is projected to reach nearly $21 billion this year, and will grow at an annual rate of 23 percent to reach $100 billion in 2030, according to a June 2021 BMO Capital Markets report. Moreover, IAB’s “Video Ad Spend 2020 and Outlook for 2021” report notes that more than a third (35%) of buyers expect to increase CTV video ad spending in 2021.

In the wake of new consumer privacy changes, we’re also seeing a revival for contextual advertising. While streaming TV advertising allows for contextual, it’s not bound by the limitations with cookies, making advanced precision targeting possible. With the ability to target by location, interests and behaviors, CTV and OTT channels leverage offline data sources and empower marketers to truly follow their audiences, plan with data-driven targeting, and measure with outcomes-based performance in a brand-safe and fraud-free environment.

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