Takeaways from CES 2022: Welcome to the Future of TV+Video

Connected TV is on fire—and the energy around this fast-growing channel in digital advertising was palpable at CES 2022. 

Heading into yet another year of explosive growth (CTV advertising is projected to reach $29.5 billion by 2024), Mediaocean surveyed 250+ industry professionals for our 2021 market report and 2022 outlook and found that 70%+ said they’re increasing their CTV ad budget this year and more than half of those people said it’d be going up by more than 20%.

We first shared this research at a 2-day virtual event during CES called the Mediaocean Retreat, which brought together the most influential brands, agencies, and cross-platform media leaders in the ecosystem. 

Sir Martin Sorrell of S4 Capital, Melissa Grady, CMO of Cadillac, Twitter Chief Customer Officer Sarah Personette, and author and futurist Rishad Tobaccowala were just a few of the featured speakers exploring the new reality and emerging state of converged TV+video for the year ahead.

Among the key insights and quotable moments from the session:

Anything on screen is TV.

“Everything that was going on before the pandemic was accelerated. The pandemic is now endemic… Digital will dominate by 2024.” - Sir Martin Sorrell, Executive Chairman, S4 Capital 

People watch an average of 100 minutes of video online per day.

“What people are viewing and how they are viewing is very different today. We see a ton of real-time consumption and we are the home of the highlight. … If there’s something going on in entertainment or news, the video is going to reflect that. Any highlight that comes from live culturally stimulating events drives a lot of video consumption, especially sports.” - Sarah Personette, Chief Customer Officer, Twitter

Subscriptions are part of the ad industry.

“We have to view subscriptions as part of the advertising industry. Somewhere near 60% of content is consumed via subscription, and that means there is a smaller group of people who see ads, and it puts a greater onus on marketers to create memorable experiences.” - Rishad Tobaccowala, Author and Futurist

Buying and planning around attention will lead to the death of the GRP.

“The average person is exposed to between 6 and 6,000 ads every single day, and this is twice the amount from 2007. And 42% of Internet users are using an ad blocker. There are too many ads that are annoying and irrelevant. … With all these devices and platforms attention is under assault. It’s time to change. Audience attention is no longer a given, it’s something we have to earn.”- Doug Rozen, CEO, dentsu Media

Advertisers don’t buy ratings, they buy results.

"There are two things we know we can measure with precision: households and devices... It's hard to believe that in 2022, we've dumbed down the sophisticated CTV consumer that was born to be addressable... That's bad legacy thinking."- Kelly Abcarian, EVP Measurement, NBC Universal

There’s never been a more exciting time to be a storyteller.

“When we look at video and the different ways it is consumed, that’s where the opportunities are. We’ve done so many things with Twitch and 60 Second Documentaries and have so much engagement in a meaningful way. … It really unlocks the creativity and ability for us to engage with people in the way that they want.” - Melissa Grady, CMO, Cadillac

The metaverse will be the best representation of video.

“The metaverse is a successor to the mobile internet. … You’ll have the richest and most immersive interactions…. And everyone will be able to create content that’s most meaningful to them.” - Jason Dailey, Director, Head of Agency, Facebook