What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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As streaming continues its ongoing boom in popularity, more and more marketers are beginning to invest their ad dollars into Connected TV – to the tune of an expected $11.36 billion in ad spend this year. And according to a new study from Innovid and Digiday, that number can only be expected to grow. Their State of CTV Advertising report reveals that 41% of the respondents began shifting investments to CTV 1-3 years ago, 24% began less than a year ago, and 24% haven’t started yet but plan to.
Marketers know the value of adopting Connected TV into their advertising strategies – 59% said investing in the channel has significantly increased brand awareness, and 50% stated that it helped improve brand engagement. Many of them are using Connected TV alongside other channels, such as social and digital, and understand that this platform has the capability of building a stronger connection between digital and TV advertising for their campaigns. Ultimately, as Connected TV continues its upward growth, marketers looking to make an impact with their campaigns are increasingly using this channel as a catalyst for success in their omni-channel strategies.
New Connected TV Stats That Every Marketer Should Know
After a year of the COVID-19 pandemic, we are starting to get a better understanding of how the event has affected Connected TV adoption and viewing habits. Several new studies and announcements are shining a light on just how bright the future of Connected TV is.
Why Brands Are Streamlining Their Approach to Streaming
Streaming devices are now the No. 1 destination for viewers to watch premium content. This trend has marketers hyper-focused on how they can amplify their current linear sponsorships with streaming extensions.
Why CTV is Positioned to Thrive as Third-Party Cookies Fade Away
As digital advertisers’ third-party cookies are crumbling, “television”— especially connected TV — and its advertisers are sitting pretty in a new world led by first-party data.
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