So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Your destination for the latest CTV stats, trends, and insights
Generational change is affecting television viewing, and Connected TV advertisers will benefit. According to eMarketer, the majority of baby boomers and Gen Xers prefer broadcast television, however 86% of millennials and Gen Zers watch their favorite programming on CTV. And not only are CTV viewers younger, they’re affluent and college educated.
Those are lucrative demographics for advertisers. And coupled with the fact that only 15% of advertisers consistently include Connected TV in their media plans, it means big opportunity. Any brand advertising on CTV now has an edge over their competition, and can reach valuable audiences that competitors may be leaving behind. And with CTV’s precise targeting capabilities, advertisers can feel confident they’ll effectively reach those valuable consumers.
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