What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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While some consumers still see cable as the main access point for following their favorite teams, the proliferation of live sports packages available through streaming services is challenging those assumptions. According to The Trade Desk’s Future of TV Report, 44% of sports watchers are consuming their favorite sports outside of linear TV, and that figure rises to 65% among adults ages 18-34. This is because younger viewers are far less likely to be cord-cutters or cord nevers, and are still eager to watch their favorite sports without the expensive cable subscriptions.
When it comes to upcoming events, one-fifth of TV viewers say that they plan to stream the Summer Olympics, and 25% will be streaming NFL games come the fall. And recent news that Amazon will be taking over an exclusive Thursday night NFL package next year is likely to accelerate that shift even further. The Trade Desk also found that Peacock, Paramount+, and FuboTV are growing in popularity for sports-watchers seeking an alternative to linear TV. Overall, as more kinds of content continues to become available through streaming, marketers looking to access a growing audience of sports-watchers should be considering CTV marketing for their upcoming campaigns.
The New Frontier of B2B Marketing: Drive Measurable Results with Performance CTV Advertising
In this webinar, learn how it’s possible to utilize Connected TV as a performance marketing channel similar to other tried and true methods.
Why CTV is a Key Answer in a Cookieless Future
Although it remains to be seen how this fight will pan out across the open web, there’s no doubt that Google’s garden walls are continuing to rise. With that said, marketers would be wise to remember that Connected TV doesn’t — and never did — use cookie technology.
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