Connected TV (CTV) Surged in 2020 – Agriculture Included!

by | Jan 11, 2021

By now, it’s widely known that viewership of connected television (CTV) and over-the-top (OTT) content is increasing significantly, aided in part by a year during which consumers spent much more time at home than usual.

As a result, CTV advertising climbed 25% in 2020 according to eMarketer, with ad-supported video-on-demand (AVOD) revenue up 31% even in the face of decreases in traditional TV revenue.

  • The vast majority of people in the U.S. are watching streaming content on Connected TVs (CTVs)
  • Like they do with traditional TV, consumers often watch CTV with friends and family, meaning unlike other digital ads, CTV ads can’t be taken for granted as a 1:1 experience

Because viewers continue to flock to streaming video, CTV ad spending will continue to increase for the foreseeable future. Even in the midst of a global recession, CTV will be a bright spot in the ad industry this year.



Farmers and Ranchers have joined the CTV party:

  • With our Precision Reach CTV buying platforms integrated with Farm Journal demographic data, delivering 15 and 30 second commercials to 250+ acre corn/soybean growers on services like Hulu, Roku and Apple TV with 97% completion rates is now doable, scalable and cost efficient.
  • In 2018 and early 2019, it was a struggle to programmatically deploy CTV ad spots to a farmer-qualified audience unless the campaign targeted either a large geography or large number of farms.
  • In 2020, we successfully delivered over fifty CTV campaigns for seed, crop protection, machinery and livestock advertisers based on select demographics and geographies.
  • CTV also boosts Display CTR!  We tracked a 2.5x average increase in click rates for banner ads when the CTV campaign was coupled with a Display campaign.

To get more details on Connected TV in the Ag markets, drop us a line at or call Bob Schenck at 847-778-1886