The UK CTV opportunity

Plus: The era of uncertainty May 31, 2022 [The UK CTV opportunity looks appealing, but it’s limited]( While traditional TV ad spending in the UK will struggle for growth in the coming years, digital video will not. A portion of digital video spend will go to the nascent connected TV (CTV) space, but traditional broadcasters are also developing their own streaming services—with broadcaster video-on-demand (BVOD) ad spend rising at a far faster rate than traditional TV spend. Overall, the advertising opportunity for CTV remains small. CTV will have little impact on the strong growth in digital video ad spending. Digital video advertising continues to rise in prominence. It already accounts for more than half of total display ad spend—56.0% this year, rising to 60.5% in 2026. Display ad spend, meanwhile, overtook search as the biggest piece of total digital spend for the first time in 2020. These patterns of growth will continue through our forecast period and will result in digital video claiming a third of all digital ad spending by 2026. [Read the full article.]( [Special Report: Bring Campaigns to Life in Today’s Digital Landscape]( Discover how to create successful campaigns in today’s digital landscape. [Download Now]( ADVERTISEMENT [Around the World with … The era of uncertainty]( Join our analyst Bill Fisher as he hosts analysts Man-Chung Cheung and Karin von Abrams.["Behind the Numbers" is made possible by mParticle. Listen in.]( [These apps are ahead of the game on virtual goods]( US smartphone gamers will spend $18.83 billion on virtual goods this year, a massive sum compared with the less than $1 billion they’ll spend on subscriptions. These intangible assets make up a growing industry in the gaming world, especially as more companies—from Nike to Spotify to Chipotle—enter the metaverse via games like Roblox.[Go beyond the chart.]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.