10/09/2026
In recent weeks, we have been collecting data on video advertising, and here is a research.
Below are the main points.
CTV source growth is slowing — from +15% to +8.4% YoY.
Meanwhile bot traffic on mobile apps hit 41%. Growth down, fraud up. Not a great combo if you’re buying “premium” CTV inventory blind.
YouTube and Meta show reliable, if slowing, growth (~4-7% YoY), backed by verifiable data — Meta’s official DAU reports and YouTube’s consistent third-party estimates. TikTok’s numbers are the outlier: with no official disclosure, third-party estimates for 2026 range from 1.00B to 2.20B, a gap too wide to draw any real conclusion from.
Meta deletes more fake accounts every year than its entire reported user base. Let that sink in.
RichAds Pre-roll video data, 2026.
1 – Underpriced GEOs: engagement here beats what the price reflects — competition hasn’t caught up yet.
🇵🇭 PHL — 4.3% CTR at $0.08 CPM. Best engagement-to-price ratio in the table, even beats India. First pick for testing.
🇹🇷 TUR — 4.6% CTR at $0.45 CPM, vs. 2-3x higher CPMs in similar-CTR GEOs (JPN, BRA). Undervalued.
🇨🇴 COL and 🇮🇩 IDN — same pattern: solid CTR, fraction of the CPM Tier-1 markets charge for similar engagement.
🇮🇳 IND — 1.09B impressions at $0.10 CPM, 5% CTR. Great for fast volume and creative testing — but cheap Tier-3 traffic often stalls at deposit, so validate the funnel to FTD before treating it as a core ROI source.
2 – Pricier, weaker-CTR markets — proceed with caution.
DEU, USA, FRA, AUS, CAN: 1.7–2.4% CTR but $0.45–1.00 CPM. Two readings: either it’s justified Tier-1 lead quality, or it’s just competition inflating price without real audience edge — worth testing to find out which applies to your offer.
