Media spending is bouncing back, though advertisers are shifting their budgets to digital platforms like connected TV (CTV) that have seen strong viewership growth in the past year. The pandemic led to record cancellations of pay-TV services, cementing a longer-term trend away from traditional linear TV.
“The shift from linear to digital is happening, and that just continues to happen at a rapid pace,” David George, CEO of video ad-tech startup Pixability, said in this interview with Beet.TV. “Last year really accelerated that shift. CTV has picked up as the dominant way for folks to consume content, which makes it attractive to brands.”
Media buyers use his company’s PixabilityONE platform to improve the targeting of their ads on YouTube, the Google-owned video site whose ad revenue surged 31% to $19.8 billion last year. However, the company is expanding to CTV services including Amazon Fire and Roku as their viewership grows.
“YouTube on TV has been a dominant platform …