How Marketers are Approaching the TV Ad Renaissance
What Exactly is CTV?
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.
At its core, CTV is on-demand TV. And it’s on the rise.
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?
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.
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.
With this essential resource in your toolkit, you’ll be ready to take your advertising game to the next level and capitalize on the massive potential of CTV.
Complete the form below to get the report.
You May Also Like
From Berlin 1936 to 2036: Industry Leaders Reflect on 90 Years of Live Sports Broadcasting and What Lies Ahead
As linear TV schedules give way to CTV, social media feeds, interactive apps, and creator-led ecosystems, the ways audiences experience sports events are being rewritten.
More Data, Less Confidence: Marketing’s Measurement Problem
Marketing greatness is not defined by who collects the most data, but by who can connect it into the clearest, most actionable understanding of the customer—and use that understanding to make better business decisions that scale in effectiveness over time.
How Retail Marketers Can Score Straight A’s in the Back-to-School Season
From fashion to sports equipment, technology and more, back-to-school is a big shopping moment for retailers across multiple sectors. With the school shopping season starting earlier than ever, and with increased year-over-year growth anticipated, marketers who do their homework now will receive high marks in Q3 sales.
