Connected TV is Emerging as Critical to the Media Mix

Connected TV (CTV) is emerging as a critical component of the media mix, with an expected 113 million CTVs in the U.S. by 2024. As more people cut the cord and turn to streaming services, advertisers have new opportunities to place customized messages before viewers. The market for CTV ad spending is predicted to hit nearly $35 billion by 2025, driven by factors such as increased time spent on CTVs, device companies emphasizing their ad business, and the growth of ad-supported video platforms. However, challenges remain in targeting audiences effectively and measuring advertising performance due to fragmentation and a lack of consistent ID across streaming apps. As opportunities emerge to shift advertising dollars to CTV, marketers need to leverage best-in-breed targeting methodologies, measure their return on ad spend (ROAS), and use analytics to understand the results and optimize accordingly.