BIA is pleased to be hosting a local CTV panel at TVOT’s New York Conference on November 21st, featuring an impressive lineup of speakers from Disney, Magnite, MNTN, Sinclair/Compulse, and Premion.
After a record-breaking year in 2024 with over $1 billion in political ad spending in local CTV, the question on everyone’s mind is: what’s the outlook for 2025? How will this remarkable revenue growth be sustained? Our panel of publishers, DSPs, and SSPs will weigh in on what they’re seeing and how they’re expecting to drive success in the coming year.
Here are some more insights around the session discussion.
CTV Ad Spending in Local Markets Set to Soar
BIA’s U.S. Local Advertising Forecast shows that ad spending targeting CTV in local markets will approach a staggering $3 billion in 2025, nearly tripling the CTV spending seen in 2020. This revenue growth is being driven by a combination of factors, including local TV groups, FASTs, premium AVOD services, more powerful adtech, increasing use of identity graphs, and stronger local sales initiatives.
A Shift in Ad Spending
Revenue growth is expected to come from a variety of different verticals. Some will increase their spending in local CTV, while others will shift their ad budgets from search and social into CTV. This is due to CTV’s ability to deliver high-impact, premium impressions on TV screens, combined with the same or better audience targeting capabilities as digital platforms.
The Rise of Cross-Platform Video Campaigns
Marketers and agencies are increasingly planning and activating cross-platform video campaigns targeting local viewers on their TV sets, whether they’re tuned into linear or CTV services. While the fragmentation of hundreds of streaming video FAST, AVOD, vMVPD, and DTC platforms presents a complex and challenging ecosystem, the incremental reach, frequency capping, inventory transparency, and performance offered make it an attractive space for advertisers. As viewers mix and match their choice of services over time, advertisers must follow suit.
Much to Discuss; Join Us in New York
We hope to see you at the TVOT conference in New York. If you’re interested in attending and would like a discount code for registration, let us know at advantage@bia.com.
