DV 2025 Global Insights Report.
CTV advertising grows amid transparency gaps and media waste challenges, according to DoubleVerify's (DV) Global Insights: Trends in the Modern Streaming Landscape report.
The report draws from DV’s proprietary measurement data and a global consumer survey of 22,000 viewers.
In 2024, DV’s CTV impression volume increased by 66%.
DoubleVerify CEO Mark Zagorski said that CTV has become a centrepiece of digital video strategy with huge growth potential for both branding and performance campaigns.
“It is still a maturing medium, and this report highlights the very real challenges inherent in that evolution,” Zagorski said.
The DV Report revealed that CTV ad impression volumes rose 66% each year while only 50% of CTV impressions offered full app transparency in 2024.
CTV advertisers waste an average of $700,000 in spend per billion impressions when a TV screen is off, but advertisements are playing.
41% of consumers prefer ad-supported video over paid subscriptions. 64% of viewers say the genre of content impacts how they perceive ads and brands, reinforcing the need for contextual ad alignment.
“A lack of transparency, an increase in rogue behaviour, and the lack of industry operational standards create an environment in which media waste is becoming a growing issue,” Zagorski said.
“These are challenges that a combination of technology innovation plus industry collaboration can address to the advantage of all advertisers.”
DV also revealed findings from a separate global survey of nearly 2,000 marketers.
The survey reports on CTV spending trends, barriers to growth, and increasing demand for transparency, measurement, and brand suitability.
72% of marketers say ads placed in CTV environments outperform their campaign baselines. 54% of marketers increased their CTV spend over the past year.
66% of non-CTV advertisers plan to begin investing in the channel in the next 12 months.
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