82% of U.S. households have at least one internet-connected TV.

3 Min Read

This year, more and more consumers have been adding Connected TV devices to their households. In fact, according to Leichtman Research Group, 82% of US TV households have at least one Internet-connected TV device (compared to 80% in 2020, 74% in 2019, 65% in 2016). But some advertisers have been hesitant to add this channel to their marketing mixes. There are plenty of misconceptions surrounding this channel that make marketers miss the many benefits CTV offers – especially those in the B2B space. Luckily, a new article from AdAge highlights some of the top reasons that B2B brands in particular should be looking into Connected TV.

With its data-driven approach to measurement and targeting, Connected TV is a great channel for advertisers looking to differentiate themselves from their competitors. In fact, unlike the slower data gathering process available through linear, CTV advertising allows marketers to proactively learn who is interacting with and viewing their ads, and then optimize their campaigns accordingly. And there’s another benefit of Connected TV – the medium itself. There is nothing quite like streaming your favorite shows on the big screen, and viewers watching CTV are more engaged with the content as a result. These consumers made the active choice to watch the programming, and don’t have the option to fast forward or skip any ads. AdAge suggests that because of this, CTV advertising creates strong brand recall – a valuable advantage for B2B marketers because of their long sales cycles.

Connected TV in the News

Viewers Say Streaming Is a Better Value Than Cable
TVTech
New research found that 69% of consumers felt that streaming was a better value for their money than cable TV; 64% said the content was more entertaining.

MNTN CEO Mark Douglas Keeps Ads Creative In The World of Connected TV 
Variety
As the world of Connected TV advertising continues to grow, the developing field begs the question: will CTV ad spending slow any time soon?

Digital Advertising Headwinds to Fuel the Takeoff of Connected TV 
The Drum
While the crumbling third-party cookie diminishes advertisers’ ability to reach target audiences across the digital ecosystem, the CTV space has a valuable opportunity to evolve to meet advertisers’ needs.

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