Half of Americans embrace connected TV | Media Analysis | Business | News | Rapid TV News
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More than half of the US population (57.2%) will watch connected TV in 2019, driving a proliferating amount of connected TV inventory available to advertisers.

emarketer 13 june 2019That’s according to eMarketer , who found that viewership for connected TV (defined as TV delivered via the internet, be it via a smart TV or another device, such as a Blu-ray player, game console or Roku) is up from 51.7% in 2017.

From 2016 to 2018, the share of total ad impressions that video ad platform Innovid served through connected TVs jumped from 13% to 27%, according to eMarketer analysis. Video ad serving firm SpotX meanwhile saw the share of impressions it serves through connected TVs increase from 15% in Q1 2018 to 33% in Q1 2019.

And, in a quarterly review of digital video ad impressions served by Extreme Reach to various devices across North America, the firm found connected TV’s impression share jumped from 15% in Q4 2017 to 44% in Q4 2018.

Comcast-owned video ad server FreeWheel had similar findings. In Q4 2018, FreeWheel served 42% of its ad impressions through connected TVs, which was a year-over-year increase of 11 percentage points.

That said, the rise in inventory is leading to a slight drop in pricing. According to three US buy-side sources who anonymously shared data with eMarketer, CPMs for in-stream ads on connected TV ranged from $19.84 to $28.33 between Q4 2017 and Q4 2018.