ALL PHOTOS FROM SESSION: https://tvot.smugmug.com/TVOT-NYC-2024/Local-CTV-in-2025-The-Roadmap-to-Revenue-Growth-Sponsored-by

SUMMARY

The discussion during this session highlighted several key points: 1) political ad spending in 2024 reached $3.5 billion, a significant increase from $2.5 billion; 2) for 2025, local CTV is expected to grow further, driven by automation and self-service platforms; and, 3) key sectors like auto, medical, and home services are projected to see increased spending. The conversation emphasized the importance of simplifying CTV advertising for SMBs and leveraging AI for performance-based media. Measurement and attribution challenges were acknowledged, with a focus on multiple measurement solutions. The panelists also discussed the potential for CTV to drive direct purchases and the need for easier access to inventory for advertisers.

DESCRIPTION OF PANEL

BIA estimates that ad spending targeting CTV in local markets will approach $3 billion in 2025, nearly tripling CTV spending in 2020. Local TV groups, FASTs, premium AVOD services, more powerful adtech, identity graphs, and stronger local sales initiatives are driving this revenue growth. After a bang-up year in 2024 with over $1 billion in Political ad spending in local CTV, what is the outlook for 2025 and how will revenue growth be achieved? Publishers, DSPs and SSPs weigh in what they are seeing and how they’re expecting to drive success. Panelists included:

• Brian Hunt, Corporate VP/Head of National Digital, Programmatic and OTT/CTV Ad Sales, Sinclair
• Cary Tilds, GM Local, MNTN
• Chris Signore, VP/Head of Revenue—Ad Server, Magnite
• Jeremiah Tachna, VP of Advertising, Disney Advertising
• Peter Jones, Head of Sales, Premion
• Rick Ducey, Managing Director, BIA Advisory Services (Moderator)

TOPICS

2024 political spending, local CTV forecast, sector-specific growth, bullish outlook, self-service platforms, onboarding new clients, national vs. local campaigns, geo-targeting, innovations and solutions for 2025, positive outlooks for 2025, measurement and attribution, creative options and AI-powered production.