Connected TV 5 Min Read

If They Have a TV, Chances Are They Have Connected TV

Written by Tim Edmundson

Most Americans Have Connected TV

Connected TV devices are becoming a staple of Americans’ living rooms, which means more and more viewers can easily stream television. According to new Nielsen research, roughly 80% of Americans who own a TV (and that’s practically all of them) have a CTV device. The new normal when it comes to TV watching is hopping from traditional television to CTV, which may sound like fragmentation — but it can actually be beneficial to advertisers’ efforts.

That’s because adding CTV ads to a traditional TV ad campaign can increase ad recall by 34%, according to research conducted by Roku and Magna. That’s compared to a meager 6% lift generated by adding a traditional TV spot to the campaign. By establishing a presence on both CTV and traditional television, advertisers can not only increase their reach, but also benefit from enhanced impact on their audience.

Connected TV in the News

Roku Sets Its Sights On Linear TV Ad Dollars
AdAge

The CTV streamer is releasing a new measurement tool meant to entice ad budgets away from traditional TV.

Five Imperatives for Winning the Streaming TV Advertising Revolution
Forbes

CTV advertising is expanding at the fastest rate of any major medium and will reach $4 billion this year, and $5 billion the next.

Why Connected TV Will Be the World’s Biggest Ad Channel
SteelHouse

More viewers are making the jump to CTV, and advertisers are following suit — but we’re just seeing the beginning.

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