Insights into Connected TV Advertising Trends
London, March 26, 2025—Pixalate has unveiled a significant report spotlighting the latest movements within the Connected TV (CTV) advertising landscape for the fourth quarter of 2024. This report offers a comprehensive analysis of trends observed globally, particularly focusing on key markets in Canada.
Key Highlights of the Q4 2024 Report
This extensive report reveals how devices such as Roku, Samsung Smart TV, Amazon Fire TV, and Apple TV are shaping the CTV ecosystem. It dissects the programmatic advertising supply chain, providing insights into market share dynamics, ad revenue performance, and trends regarding invalid traffic (IVT), including ad fraud.
Growth in Global CTV Ad Spend
The global open programmatic CTV ad spend reached an impressive $7.6 billion in Q4 2024, signifying a robust 10% increase year-over-year. This upward trend indicates a healthy appetite among advertisers to engage with audiences via connected devices.
Understanding CTV Ad Fraud Rates
However, as the spending grows, so does the concern over ad fraud. The report highlights that the invalid traffic (IVT) rate for open programmatic CTV traffic stands at 27%. Comparatively, the overall global IVT rate is somewhat lower at 24%. This stresses the necessity for robust measures to protect ad spending and ensure value for advertisers.
Top Performers in the CTV App Landscape
Among the leading CTV apps, 'Kidoodle.TV' emerged prominently with approximately $127K in revenue from Roku, followed closely by 'Cheddar' and 'Pluto TV' on Samsung Smart TV and Amazon Fire TV, respectively. This performance showcases the diverse revenue opportunities available across different platforms.
Device Market Share Insights
Roku leads the charge in device market share, commanding an impressive 35%. Following Roku, Apple TV represents 27% of the market, while Amazon Fire TV and Samsung Smart TV account for 13% and 8% respectively. This distribution illustrates the competitive landscape of CTV devices.
Market Share of Sell-Side Platforms
In terms of sell-side platform (SSP) market share, both Sonobi and PubMatic lead the way on Roku with a 33% share of voice (SOV) each. On Samsung Smart TV, Sonobi outshines competitors with a substantial 37% SOV. Meanwhile, Magnite holds the top position on Amazon Fire TV at 28% SOV, and Google AdExchange captures a market share of 29% on Apple TV.
Engagement with CTV Reports
The findings from this report are a product of extensive research by Pixalate's dedicated data science team, who extensively analyzed programmatic advertising activities across over 100,000 CTV applications. The insights gained from over 12 billion global open programmatic ad transactions highlight the rigor and depth of the research undertaken.
More About Pixalate
Pixalate has positioned itself as a trusted platform specializing in ad fraud prevention, privacy compliance, and digital ad supply chain analytics since its inception in 2012. The company provides invaluable resources for regulators, advertisers, and publishers, ensuring they navigate the evolving digital landscape with confidence.
Frequently Asked Questions
What are the overall findings of the Q4 2024 CTV report?
The report highlights a growth in CTV ad spending, issues with ad fraud, and reveals insights into device market shares and revenue trends for top-grossing apps.
Which device holds the largest market share in CTV?
Roku retains the largest market share in the CTV space, boasting 35% of the market.
How much did global CTV ad spend increase in 2024?
Global open programmatic CTV ad spend is estimated at $7.6 billion in Q4 2024, reflecting a 10% year-over-year increase.
What is the IVT rate for CTV ads according to the report?
The report states that the IVT rate for open programmatic CTV traffic stands at 27%, indicating a significant concern over ad fraud.
Who are the leaders in the sell-side platform market?
Sonobi and PubMatic are leading platforms on Roku, while Sonobi takes the lead on Samsung Smart TVs with a significant share of voice.
