Connected TV 5 Min Read

40 Million More Americans Stream Connected TV in Past Two Years

Written by Tim Edmundson

Connected TV is the New Normal

Streaming Connected TV has become the new normal for viewers watching television, and advertisers would do well to follow suit. According to research from Nielsen, streaming adoption rates are rising significantly as more viewers integrate a mix of streaming and linear TV into their media consumption. Their research reports 90% of adults who watch streaming also watch linear television, which means there’s an enormous opportunity for advertisers who can reach audiences on both mediums. 

When advertisers run ads on both linear and Connected TV, it makes a significant impact. According to research from Roku, launching a CTV campaign alongside a linear campaign increases ad recall 34%. With viewers splitting time between both linear and Connected TV, advertisers have a ready-made way of creating an ad experience that will stick with consumers.

Connected TV in the News

OTT Advertising: Why The Industry Needs More Transparency
Ad Exchanger
Connected TV is blowing up legacy media frameworks, and advertisers need to figure out how, where and why it fits in.

Omnicom: OTT Measurement ‘A Band-Aid When You Need a Tourniquet’
Streaming Media

The industry is calling out for better measurement, and it’s up to adtech providers to deliver it. 

Publishers Angle for More Sales Rights to Their Connected TV Inventory
Digiday
Complications with the current way of splitting ad revenue are rearing their head as publishers, CTV platforms, and free ad-streaming TV services look to capture a larger share of ad dollars.

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