What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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We all know that Connected TV has been growing in popularity over the last few years. But a new report reveals that this rising channel is still being massively underutilized by many marketers. According to a new study from Analytic Partners (AP), CTV averages just 7% of total spend, but yields an ROI that is 30% higher than other marketing channels.
AP suggests that the reason for this discrepancy is the false belief by marketers in difficult attribution and measurement while utilizing this channel. Mike Menkes, senior vice president overseeing consulting services for AP, explains that many digital channels that use performance marketing metrics like click-throughs and “last-click” attribution are attractive to marketers because they offer “the perception of immediate impact.” But CTV impacts consumer purchasing decisions in both the short and long term, Menkes explains, and “lasts twice as long as non-video media.”
Even Apple TV+ Is Thinking About Ads Now
Apple is the next streamer to cave into the ad-supported video (AVOD) trend. The company is considering launching ads for Apple TV+ as early as 2023, Digiday reports.
What’s the Most Effective TV Ad You’ve Seen, and Why?
In order to help marketers better understand how their peers (and competition) think about the fundamentals of what they do, we asked a simple question: What’s the most effective TV ad you’ve ever seen, and why? Here’s what we found.
Viewers More Likely to Remember TV Ads than Mobile Ads: Comcast
As advertising expands into the streaming space, companies want to know what kinds of ads keep audiences engaged. According to Comcast Advertising, viewers are more likely to remember ads they saw on TV than those on mobile.
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