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92% of advertisers find CTV highly effective at meeting or exceeding their KPIs

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92% of advertisers find CTV highly effective at meeting or exceeding their KPIs

2 Min Read

With Connected TV enjoying a period of growth as TV watchers consistently make the switch to streaming, it’s no surprise that advertisers are following. Among those surveyed in The Trade Desk’s new Future of TV Report, 45% percent said that they had increased investment into Connected TV over the last year. According to The Trade Desk, this is in part because of Connected TV’s ability to reach audiences that are not accessible through traditional TV, such as younger consumers and cord-cutters. Advertisers are even reporting that this change in behavior by consumers is to their benefit, with 90% finding CTV just as effective if not more so than linear TV

Those surveyed are also a fan of Connected TV’s ability to achieve measurable success. 92% believe CTV is highly effective at meeting or exceeding their digital marketing KPIs. This comes as no surprise – with Connected TV’s capability to provide precise and actionable data, marketers have the power to better understand the results of their campaigns. Ultimately, as more advertisers get a taste for this data-driven channel, Connected TV marketing will continue to grow as a channel, with ad spend expected to double over the next three years.

Connected TV in the News

Ad-Supported Streamers Gain Traction, Survey Finds
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There is more positive sentiment as well as growing trends for ad-supported premium streamers’ video, according to a recent survey.

The Future of Video Advertising: Think Bigger… and Smaller
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Connected TV, broadcast video, addressable TV – all these innovations are changing the way consumers and advertisers think about video advertising. Suddenly, TV can stretch from the top of the marketing funnel to the bottom, from multi-national to local, and from B2C to B2B.

Here’s How to Improve Connected TV Ad Measurement
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The biggest misconception in ad tech in 2021 is that measuring ad performance on Connected TV is difficult or impossible. This perception exists because there’s no real universal measurement standard or one with “common currency.”

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