According to the IAB's latest digital video ad spend report, social video spend is projected to increase by 20% year over year to $23.4 billion in 2024, while CTV is expected to grow just 12% YoY to $22.7 billion.
CTV publishers aim to turn streaming into a performance channel but face challenges in providing the attribution and transparency buyers seek, leading them to invest more in social media for now.
Streamers need to demonstrate that their campaigns drive real business outcomes beyond reach and frequency to stay competitive, with investors favoring those with advanced targeting and attribution capabilities.
Investors are increasingly focusing on targeting and attribution capabilities when choosing where to place their bets in the highly competitive streaming landscape.
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