Who’s Your Audience: Father’s Day
by Melissa Yap
2 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
With three in five consumers subscribing to at least one ad-supported streaming service, it looks like advertisers are looking to follow potential customers to this growing channel. That’s according to a new report from MiQ, Programmatic Trends for 2022, which found that 78% of American marketers are looking to boost their ad spend in Connected TV this year, and 22% will be spending the same amount as in 2021. Globally, those numbers are even higher, with 81% of marketers stating they will increase CTV ad spend, 17% will maintain their current spending levels, and only 1% intending to decrease.
The report also covers how these advertisers will be buying CTV inventory. It looks like globally, around 43% of advertisers are looking to work with a managed service partner to help them with their planning and activation, with only 27% keeping it all in-house and 30% moving towards a hybrid approach. In the US, 68% intend to work with a partner or agency, and those surveyed listed incremental reach, performance goals, and cost as the key considerations for selecting those partners. Ultimately, CTV is a big opportunity to reach engaged audiences with high-impact campaigns, and advertisers are taking notice and making plans accordingly.
How to Navigate the Sprawling World of Connected TV
It can feel cumbersome for advertisers to divvy up budgets and measure success rates that aren’t standardized across streaming platforms. So how should advertisers navigate this new and continually evolving and sprawling world of CTV?
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