Xandr, AT&T’s data-enabled technology platform, has shared results of premium video and connected TV (CTV) spend on its platform for Q1 2021, which saw significant increases.
Product advancements across video and CTV buying and selling spurred the significant growth, as well as tools and partnerships in support of the bespoke needs of marketers across verticals such as pharma and CPG.
With analysts predicting digital video and CTV spend to grow 14.8 per cent and 34.8 per cent in 2021 respectively, Q1 spend on Xandr’s platform in these areas was strong. Total digital video spend on Xandr’s platform – globally, across Xandr Invest’s DSP and Xandr Monetize’s SSP and ad server – grew 75 per cent YoY in Q1 2021. The primary driver of this video spend growth across the platform is CTV, with total global platform spend up 235 per cent YoY. Video now represents 35 per cent of overall spend on Xandr’s platform.
Growth in international platform spend is contributing significantly to Xandr’s overall global platform growth. Total platform spend in Xandr’s markets outside of the US grew 30 per cent YoY, with video spend up 55 per cent YoY and CTV spend up 211 per cent YoY.
According to the company, in a world where advertising must prove its worth, marketers are increasingly relying on Xandr Invest to demonstrate outcomes and validate return on ad spend. Global spend on Xandr Invest grew 35 per cent YoY, with spend specifically on CTV jumping 205 per cent YoY, as Xandr scales strategic relationships through the demand chain, from agencies and holding companies to brands and direct marketers.
Given growing direct integrations with premium video publishers, CTV inventory is increasingly available and monetised through Xandr. Global seller revenues on CTV inventory, through spend on Xandr Monetize, grew 391 per cent YoY.