Niche Marketers Fuel Ad Budget Shift From Social Video Into CTV, Says EMARKETER
· 3h ago · Originally reported by Beet.TV
Small brands that first embraced sight, sound, and motion advertising through social video are now expanding their budgets into connected TV. EMARKETER analyst Max Willens says this migration is driving one of the most significant budget shifts in advertising history, with roughly 40% of ad spend expected to flow into these formats by decade's end.
Why it matters
The trend signals that CTV is no longer just a playground for big-budget brands — smaller advertisers are scaling up, which could reshape pricing, competition, and inventory dynamics across video advertising.
Explain it like I’m new here
It's like small food trucks that started selling on Instagram now renting space inside a real shopping mall because they've outgrown the sidewalk.
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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