How ISM (In-Scene Media) Is Becoming a Key Element in a CTV Media Strategy

We recently ran an analysis to better understand the percentage of time spent watching videos with Rembrand ISM (In-Scene Media) in them across different devices and we realized that more than approximately 26% of our ISM placements are seen on Connected TV (CTV).  This was eye-opening as it signals even more the growth and evolution of CTV as a vehicle to reach targeted audiences, and In-Scene Media enables that to happen!

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Around 75% of ISM placements are embedded in YouTube videos, and more often than ever before, YouTube is being watched on a CTV device.  In the past, YouTube was confined to desktops and mobile devices, but these are no longer the case.  This echoes the overall growth of CTV across the industry:

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Here are some key insights on the increasing time spent by audiences watching video on connected TV (CTV) platforms and its projected growth:

1. Audience Behavior and Demographics:some text
   • The transition from linear TV to CTV is accelerating as viewers gravitate towards internet-connected devices.
   • Millennial users (56.8 million) are already using connected TVs, and this number is projected to reach 62.6 million by 2025.
   • Over one-third of respondents in every age group own a connected or smart TV, with the 35-54 age group having the highest ownership (71%).
2. Time Spent on CTV Devices:some text
   • Over the past four years, time spent on CTV devices has nearly doubled.
   • US adults currently spend an average of 1 hour and 51 minutes daily on CTV devices like Apple TV, Roku, and Amazon Fire TV.
   • In 2024, time spent with CTVs is projected to grow 8.3%, reaching 2 hours and 16 minutes per day1.
3. Device Preferences:some text
   • Roku remains the industry leader, but its share is plateauing due to the increasing popularity of smart TVs.
   • Smart TVs are the fastest-growing CTV option, expected to be used by over 75% of US CTV users by 2027.
   • Digital video ad views on connected TV accounted for 76% of all digital video ad views in the first half of 20231.
4. Advertising Trends:some text
   • Free, ad-supported TV (FAST) and Advertising Video-On-Demand (AVOD) services are challenging Subscription Video-On-Demand (SVOD).
   • Viewers are willing to watch ads in exchange for free or reduced-cost content, making AVOD increasingly popular2.

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All in all, CTV is quickly becoming the primary foundation for all video, and that absolutely includes CTV.  ISM, or In-Scene Media, is a way to be embedded in CTV content in a format that continues to be unskippable and captures the attention of the audience.

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