Nielsen this week revealed that CTV (Connected TV) usage remains well above pre-COVID-19 levels. According to Nielsen, weekly time spent watching connected TVs in the USA grew along with overall media use, rising by over 1 billion hours as the weeks passed.
In March, total hours spent with CTV devices were up 81% year over year, while traditional live TV usage in early May was only marginally higher than it was in 2019. Nielsen considers Connected TV the smart TVs, internet-connected devices, and game consoles.
As of March 2020, Nielsen data showed that 76% of U.S. homes had at least one connected device.
This year, Roku launched OneView Ad Platform, a DSP with TV identity data from Roku, Google introduced Brand Lift Studies on TV screens, and DoubleVerify launched a certification program for Connected TV Fraud Protection.
Last year, a report from Freewheel shows that 24% of the video ads were bought by buyers via an audience, while 76% of the ad views were non-audience targeted.