Connected TV

49% of US Consumers Are Likely To Engage With “Enhanced” CTV Ads

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49% of US Consumers Are Likely To Engage With “Enhanced” CTV Ads

2 Min Read

Though we may expect some slowing growth in the future as Connected TV audiences approach saturation, according to eMarketer, CTV viewership grew to two-thirds (66.9%) of the US population last November. And with that rise in viewership, advertisers have similarly been growing their investment in the channel. US advertisers are expected to spend $26.92 billion on CTV ads this year, which will bring Connected TV to 10.2% of total video ad spend. 

One way that brands are increasing the value of their CTV investment is turning to “enhanced” ad formats. According to a new study from LG Ad Solutions, almost half (49%) of consumers are more likely to engage with an ad if it is an enhanced format, such as an ad that uses QR codes or location data that recommends nearby stores. In fact, 94% of those surveyed said they feel the same or more favorable about brands that use QR codes or provided local store locations. Ultimately, as this channel continues to make waves in the industry, brands will need to start finding engaging new ways to catch the attention of their audiences.

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