The Rise of Nonprofit CTV Advertising
By now, it’s no secret that Connected TV (CTV) advertising is on a rapid rise—eMarketer projects U.S. CTV ad spend to exceed $25 billion in 2024, reflecting a major shift in how brands reach consumers who’ve cut the cord on traditional television. Yet, in spite of this growth, fill rates for many CTV publishers remain surprisingly low, with some estimates indicating more than 30% of CTV inventory can go unsold in certain markets. That unused ad space represents millions of potential impressions going to waste every day.
Meanwhile, nonprofits face an entirely different challenge. According to a 2022 study by The NonProfit Times, 59% of nonprofits plan to increase digital marketing budgets, but many still find premium channels like CTV out of reach due to cost constraints. In a landscape where awareness is vital—yet every marketing dollar counts—there’s a pressing need for a solution that bridges these two gaps.
Enter AdGood: A New Model for Social Good
AdGood Foundation is addressing both sides of this issue—publishers with surplus inventory and nonprofits seeking cost-effective exposure—by creating a platform that transforms unsold CTV ads into impactful, affordable opportunities. Here’s how:
Publishers Benefit from Donating Inventory
Nonprofits Access Premium CTV for Less
Launching Q1 2025: AI-Powered Creative & Self Serve GenAI Ad Manager
Why This Matters
Billions in Potential Value Estimates show billions of dollars in unused CTV inventory remain on the table each year. Turning that surplus into social impact—rather than letting it go unsold—amplifies the overall value of the advertising ecosystem.
Impactful Philanthropy Harvard Business Review has noted that corporate philanthropy is increasingly tied to brand image. By donating inventory to nonprofits, publishers do more than just claim a tax benefit; they demonstrate genuine community support.
Boosting Nonprofit Missions With improved brand visibility, nonprofits can increase donations and expand their programs, truly making a difference. A higher share of voice in premium environments often translates to heightened trust and more sustainable fundraising outcomes.
The Future of CTV Meets Purpose-Driven Advertising
As CTV continues to expand—and more viewers shift away from linear TV—the opportunity to repurpose leftover inventory for social good only grows. AdGood is positioned to harness that transition in a way that benefits every stakeholder:
Publishers: Mitigate lost revenue, earn tax deductions, and enhance brand reputation.
Nonprofits: Gain affordable, high-visibility media channels usually reserved for Fortune 500 brands.
Audiences: Experience meaningful advertising that spotlights causes making positive change worldwide.
Join the Movement
If you’re a publisher with unsold CTV inventory or an agency representing nonprofits interested in cost-effective, high-impact placements, consider connecting with AdGood. Together, we can empower nonprofits to reach audiences on the most influential screen in the home, turning missed opportunities into real-world impact.
Learn more at adgood.org or message me to explore how you can be part of this next wave of purpose-driven advertising.
Sources Cited
eMarketer, U.S. CTV Ad Spend Forecast
The NonProfit Times, 2022 Digital Marketing Study
Harvard Business Review, Corporate Philanthropy and Brand Image
By transforming surplus CTV capacity into a force for social good, AdGood provides a sustainable, mutually beneficial model that elevates nonprofits and strengthens the broader advertising ecosystem. It’s time to reimagine how media and mission collide—and ensure no impression goes to waste.
