New data from DoubleVerify, a software company focused on digital media measurement and analytics, shows that connected TV (CTV) advertising impressions grew 66% in 2024 compared to the previous year.
DoubleVerify noted especially strong growth in countries such as the Netherlands, Indonesia, and Singapore. However, the report also pointed to major gaps in visibility and accountability in the streaming ad market.
Only half of all CTV impressions in 2024 came with full app transparency. This means marketers often don’t know exactly where their ads are being shown, which limits their ability to measure performance or control brand safety.
Transparency still a problem
“CTV has become a centerpiece of digital video strategy with huge growth potential for both branding and performance campaigns,” said Mark Zagorski, CEO of DoubleVerify. “It is still a maturing medium, however, and this report highlights the very real challenges inherent in that evolution.”
He added that the lack of transparency and the increase in fraudulent activity are contributing to high levels of media waste.
“These are challenges that a combination of technology innovation plus industry collaboration can address to the advantage of all advertisers,” he said.
CTV remains a target for bot fraud, with DV reporting that 65% of CTV-related fraud comes from automated fake traffic. About 4 million infected devices are estimated to generate this fraudulent activity every day, costing advertisers millions of dollars each month.
Another ongoing issue is the “TV Off” problem, where ads continue to play even after the TV screen is turned off. DV estimates this and other low-quality media issues cost advertisers around $700,000 in wasted spend per billion impressions.
Shifting consumer preferences
The report also found that 41% of consumers now prefer ad-supported video instead of paid subscriptions. Long-form content, such as TV shows and podcasts, is seen as more effective for brand-building than short-form video platforms.
Also, 64% of viewers said the genre of content they are watching affects how they perceive ads and the brands behind them. This highlights the growing need for better ad targeting based on context.
A separate survey of nearly 2,000 marketers showed that 72% believe ads in CTV environments perform better than average. Still, 68% said they need greater transparency to justify the costs, and 63% said they struggle to know whether their ads are reaching real people.
Despite these concerns, 54% of marketers increased their CTV budgets in the past year, and 66% of those not yet advertising on CTV plan to start in the next 12 months.
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Thumbnail Image by Adriano Gadini from Pixabay