Viant: Digital Ads Shifting to Mobile, OTT

Volume Being Served to Internet-connected TVs Grew Six-fold in 2015

The amount of digital ads being served to Internet-connected TVs grew six-fold in 2015, and the share of ads being delivered to computer devices continues to drop at a notable rate, according to a new report.

More and more, advertisers are finding the volume of impressions moving to smart phones, tablets and streaming media devices, with a fifth of all impressions (18%) hitting smartphones and tablets (up 59% from 2014), and connected TV ad impressions growing to 3% overall, according to the study from Time-owned ad technology company Viant.

Viant estimates that OTT devices will overtake tablets this year in terms of digital ad share, while the share of impressions on desktops and laptops, which was down 9% to 79% of impressions in 2015, will continue to decline.

Overall, $7.5 billion was spent on video advertising in 2015, a 42% growth over 2014, Viant estimated.