Connected TV Advertising Trends and Takeaways
How top brands and agencies are rapidly adapting to CTV to overcome its unique challenges.
Consumers are flocking to streaming platforms, and brands and agencies are responding by reallocating significant budgets to connected TV (CTV). But while investment is growing, many advertisers still struggle with challenges around addressability and targeting.
This report breaks down survey data collected from industry leaders, exploring the gap between CTV investment and execution — and understanding the roadmap to future-proofed CTV and omnichannel strategies.
What you’ll learn
How CTV fits into advertisers’ broader omnichannel strategies and ad spends
Insights into the limitations around targeting and identity in CTV and how the industry is working to overcome them.
Key recommendations for managing CTV’s complexities and integrating it into a holistic marketing approach.
What brands and agencies expect to see in the next 6-18 months for CTV growth and innovation.
