CTV Accounts for 36% of TV Time but Just 18% of Ad Revenue: IAB Report

Connected TV (CTV) ads increased 57% to $15.2 billion in 2021, according to the Interactive Advertising Bureau (IAB).  CTV revenue has plenty of room to grow: IAB notes CTV accounts for 36% of total TV time but just 18% of video ad dollars.  A separate Innovid study also shows headroom: they find the average CTV campaign reaches under 10% of the possible audience with relatively low frequency.