Description
Presented by Adform at the OTT Content Summit 2026, this document explores how Performance TV (PTV) is redefining monetisation within the Over-the-Top (OTT) and Connected TV (CTV) landscapes. It highlights a shift from broad “reach” to measurable “results,” enabling advertisers to target specific audience segments and adjust campaigns in real time.The report forecasts significant growth, with global CTV advertising in the U.S. expected to hit $38 billion in 2026, while African markets are projected to reach $43.4 million by 2029. By 2030, CTV is expected to account for over 40% of global ad spend.
Some key points from the resource include:
● Audience Trends: For 18–34 year olds, only 30% of total video time is spent on broadcast content, making them harder to reach via traditional TV
● Monetisation Models
● New Revenue Streams: The report suggests that OTT platforms can become 3rd-party audience data vendors, unlocking new budgets beyond just brand awareness
● Case Study: Vodafone Germany successfully used CTV for prospecting
