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April 25, 2024
Sources for Funding the Increase in Connected TV (CTV) Ad Spending According to US Agency/Marketing Professionals, March 2024 (% of respondents)
Note
Data was provided to EMARKETER by Interactive Advertising Bureau (IAB).Methodology
Data is from the April 2024 Interactive Advertising Bureau (IAB) "2024 Digital Video Ad Spend & Strategy Report" in conjunction with Advertiser Perceptions and Guideline. 364 US agency and marketing professionals were surveyed online by Advertiser Perceptions during February 15-March 1, 2024. All respondents were involved in digital video advertising decision-making and had $1+ million in total annual ad spending in 2023. Guideline's digital video ad spend market size and growth rate estimates are based on its pool of ad billing data, including forward bookings, the IAB-commissioned Advertiser Perceptions quantitative survey, interviews with industry leaders, and other market estimates. The Guideline pool's coverage of the US advertising market is based on deterministic, census-level total media billings for all spending by the largest ad agencies, includes all 6 US major holding groups and most of the largest independents.Chart Title
Sources for Funding the Increase in Connected TV (CTV) Ad Spending According to US Agency/Marketing Professionals, March 2024 (% of respondents)Publication Date
April 25, 2024