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    Connected TV

    25% of Advertisers Believe CTV Is the Most Valuable Media Channel

    Your destination for the latest CTV stats, trends, and insights.

    25% of Advertisers Believe CTV Is the Most Valuable Media Channel

    2 Min Read

    A new report has just revealed that more than half of advertisers using Connected TV are expected to increase their spend through this channel, with an average increase of 22%. The 2022 CTV/OTT Advertiser Survey released by Advertiser Perceptions reveals that 30% of respondents say that these increases will come from an overall increase in their ad budgets, while 66% are shifting their budgets from channels like digital, social, and linear. 

    There are many reasons why advertisers are looking to up their investment in Connected TV, number one being the fact that 25% of the respondents believe CTV is the most valuable media type—topping linear TV, paid search, and social. In fact, 84% believe that the value of CTV is greater than, or equal to, that of primetime TV. Some advertisers also cited CTV’s ability to achieve brand awareness and performance marketing goals (43%) and target audiences locally in ways that are not possible with linear (70%) as drivers for this expected increase in spend. Ultimately, Connected TV can be a powerful tool for reaching new audiences and driving performance, and it looks like advertisers are taking notice.

    Connected TV in the News

    Why QR Codes Are Only The Beginning For Shoppable TV Ads
    AdExchanger
    Despite not being an inherently interactive environment, television does drive sales lift—though the impact usually isn’t immediate. Until recently, the reality of shoppable TV has lagged far behind the idea.

    Travel Brands Take Note—Consumers are Taking Action After Viewing Ads on CTV
    MNTN Research
    As traditional TV watching wanes and viewers transition to streaming services, CTV is proving itself a powerful advertising channel for a wide variety of brands. Over the last few years, travel brands in particular have experienced a lift from targeting CTV audiences.

    Comcast Report Says Free Ad-Supported Streaming TV Penetration Has Doubled
    Fierce Video
    A new report from Comcast Advertising finds consumers are leaning in to the lean-back experience FAST services provide, mimicking the linear TV environment with channel guides and surfing, but without high costs or need for logins.

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