{"id":4782,"date":"2023-04-06T12:34:56","date_gmt":"2023-04-06T16:34:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/04\/06\/how-marketers-are-approaching-the-tv-ad-renaissance\/"},"modified":"2026-07-14T11:36:34","modified_gmt":"2026-07-14T11:36:34","slug":"how-marketers-are-approaching-the-tv-ad-renaissance","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-are-approaching-the-tv-ad-renaissance\/4782\/","title":{"rendered":"How Marketers are Approaching the TV Ad Renaissance"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-461897f4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"722\" height=\"1024\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-722x1024.png\" alt=\"\" class=\"wp-image-13943\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-722x1024.png 722w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-211x300.png 211w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-768x1090.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-1083x1536.png 1083w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-1443x2048.png 1443w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/image-scaled.png 1804w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h4 id=\"h-what-exactly-is-ctv\" class=\"wp-block-heading\">What Exactly is CTV?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">It is, after all, a term that is often misunderstood. According to performance marketing platform MNTN, it is television content accessed by apps and streamed over smart TVs or a connected OTT device.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At its core, CTV is on-demand TV.&nbsp;<strong>And it\u2019s on the rise.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CTV viewership surpassed cable for the first time in 2022, with almost nine out of 10 US TV households now owning at least one Connected TV. So what does this mean for marketers?<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">MNTN and Advertising Week teamed up to investigate the current CTV landscape, digging deep into what marketers really think about CTV, as well as insight into how the platform may evolve. We surveyed more than 100 marketing professionals drawn from those working in brands, agencies and technology vendors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this report, we explore the current state of play, assess how marketers view the platform and ask what they truly want from this increasingly popular tool. Download now to discover the strategies and tactics that are driving success for top marketers in the CTV space.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With this essential resource in your toolkit, you\u2019ll be ready to take your advertising game to the next level and capitalize on the massive potential of CTV.<\/p>\n\n\n\t\t<div class=\"aw-hubspot-contact aw-hubspot-contact--layout-2 wp-block-advertising-week-hubspot-contact-form\">\n\t\t\t\t\t\t\t<div class=\"aw-hubspot-contact__inner container-small\">\n\t\t\t\t\t\t\t<div class=\"aw-hubspot-contact__intro\">\n\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"aw-hubspot-contact__title h3\"><strong>Complete the form below to get the report.<\/strong><\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"aw-hubspot-contact__form-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"aw-hubspot-contact__form-target\"\n\t\t\t\t\tid=\"aw-hbspt-contact-1\"\n\t\t\t\t\tdata-aw-hubspot-portal=\"21007392\"\n\t\t\t\t\tdata-aw-hubspot-form=\"b4c0d2ef-e43d-4d3f-a111-e0cd9adb0d03\"\n\t\t\t\t><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.<\/p>\n","protected":false},"author":7,"featured_media":4783,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[12],"topics":[2],"class_list":["post-4782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-report","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Marketers are Approaching the TV Ad Renaissance | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-are-approaching-the-tv-ad-renaissance\/4782\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Marketers are Approaching the TV Ad Renaissance\" \/>\n<meta property=\"og:description\" content=\"Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-are-approaching-the-tv-ad-renaissance\/4782\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-06T16:34:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-14T11:36:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/AW-MntnReport-Social-16x9-1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" 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