2024年Q2全球联网电视广告供应链趋势报告

Q2 2024 Global CTV Ad Supply Chain Trends

Overview:

The Q2 2024 Global CTV Ad Supply Chain Trends report by Pixalate highlights significant shifts in the CTV advertising landscape. Key insights include:

• Global Ad Spend: Total global open programmatic CTV ad spending reached $5.9 billion, marking a 63% year-over-year (YoY) growth.

• Invalid Traffic: The global invalid traffic (IVT) rate, inclusive of ad fraud, rose to 19%, up from 17% in the previous quarter.

• Device Market Shares:

  • Roku: Dominated with 43% of the market, down slightly from 44% in Q2 2023.
  • Apple TV: Increased its share from 4% to 12%, experiencing notable growth.
  • LG OS: Gained ground, growing from 2% to 8%.
  • Samsung Smart TV: Saw a significant decline, dropping from 20% to 10%.

• Category Performance:

  • News & Weather: Showed a 56% YoY increase in ad market share.
  • Movies & TV: Experienced a 19% YoY decrease in ad market share.
  • Videos: Enjoyed a 3% YoY increase in ad market share.

Key Statistics and Trends:

1. Global CTV Ad Spending: $5.9 billion spent on open programmatic CTV ads in Q2 2024, marking a robust 63% YoY increase.
2. IVT Rate: 19% IVT rate in global open programmatic CTV, indicating an increase from 17% in Q2 2023.
3. Market Share Dynamics:
   • Roku maintained a strong lead with 43% market share, though it saw a slight decrease from 44% in Q2 2023.
   • Apple TV surged from 4% to 12% market share, showcasing substantial growth.
   • LG OS grew from 2% to 8%.
   • Samsung Smart TV experienced a significant drop from 20% to 10%.
4. Category Specific Ad Spend:
   • News & Weather: Increased ad market share by 56% YoY.
   • Movies & TV: Decreased by 19% YoY.
   • Videos: Gained 3% YoY in ad market share.

Device-Specific Insights:

• Roku: 43% market share in Q2 2024, with a slight decline from the previous year.
• Samsung Smart TV: Notable decline in market share from 20% to 10%.
• Apple TV: Significant growth, increasing from 4% to 12% market share.
• LG OS: Showed a marked improvement from 2% to 8%.

Conclusion:

The Q2 2024 report underscores the dynamic nature of the CTV advertising market, with notable shifts in device market shares and category performance. While Roku retains its dominant position, Apple TV experiences impressive growth, and LG OS gains traction, Samsung Smart TV faces challenges with a notable decline in market share. These findings suggest evolving consumer preferences and competitive dynamics within the CTV advertising ecosystem.