To read the original article in ExchangeWire, click here.
The study reveals how media planners expect to spend their budgets in the next five years. According to the findings, CTV gained planners’ attention during the pandemic and will continue to do so in 2022, with half of media agency planners expecting to spend more than 50% of their overall digital media campaigns on CTV. Similarly, in-house media planners expect to spend 35% of their budget on CTV, a much lower but still significant part of their budgets.
As consumers get back to their lives and restrictions continue to lift, media planners are also preparing to increase in-app advertising budgets by 15% in the next five years. According to the survey, in-app spending is expected to account for 51% of total media spending by 2026.
Continue reading the news in ExchangeWire.