Advertising on Connected TV Significantly Increases Brand Awareness and Engagement

3 Min Read

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.

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