CTV advertising sees 4% rise in H1 2023

Despite economic challenges at the start of 2023, CTV advertising continued to thrive, according to the second edition of Beachfront’s CTV Marketplace Insights Report.

The report recorded a nearly 4% increase in the number of advertisers investing in CTV during H1 2023 compared to H2 2022. Notably, the consumer packaged goods (CPG) sector, including Food & Drink and Style & Fashion brands, contributed to this growth, benefiting from improved supply chain conditions and expanding retail media networks. While Technology & Computing brands reduced their CTV investments, other verticals such as business, travel, and family & parenting saw an increase in ad spending.

"We see tens of thousands of brands on our platform every month, so certainly an expanded footprint of advertisers are able to take advantage of [CTV]," says Chris Maccaro, CEO, Beachfront.
Transparency in content and strategic buying controls within CTV advertising gained momentum in H1 2023. Beachfront’s CTV Marketplace noted that over 80% of delivered impressions during this period included genre information, signifying substantial growth compared to previous periods. Comedy surpassed entertainment as the top genre, with drama following closely behind. Impressions were delivered across more than 70 normalized genres, revealing the diversity of the streaming landscape from a content perspective. Impressions with genre information recorded a 27% increase in CPMs, with documentary, drama, and comedy experiencing the largest CPM boosts.

Smart TVs & standalone devices

The landscape of CTV platforms continued to evolve in H1 2023, with shifts in impression share. Roku remained dominant, accounting for nearly 40% of CTV impressions facilitated by Beachfront. Other platforms, including Fire TV, Samsung, LG, and VIZIO, also secured substantial shares of ad delivery. Notably, set-top boxes saw a slight decrease in impression share, although the absolute number of impressions delivered within this environment increased, highlighting the growth in programmatic TV and CTV.
The first half of 2023 presented both challenges and opportunities in the CTV advertising landscape. Beachfront is optimistic about the future and anticipates:

Greater accessibility to CTV for brands of all sizes.
Continued expansion of CTV programming across diverse content genres.
The ongoing rise of CTV devices in connected homes.

As Beachfront continues to work closely with media buyers, sellers, and agencies, the aim is to enable more transparent and impactful campaigns across CTV, OTT, and online video platforms.