Connected TV 5 Min Read

TV Ad Budgets Aren’t Moving to Connected TV Yet

Written by Tim Edmundson

Connected TV accounts for 29% of TV viewing, but only 3% of TV ad budgets

Ad Spend Doesn’t Match CTV Viewing Numbers

There’s a disparity in the impact Connected TV is having on viewing habits and advertiser’s ad spend. According to research from Magna Global, TV ad budgets haven’t really made their way to CTV quite yet, and that may be due to the fact advertisers are still in the exploratory phase. That said, as more brands make the leap into CTV, they’re finding that they’re planning on staying.

That’s because for the first time ever, TV advertising performance is measurable in an accurate and consistent way. With the ability for advertisers to measure site visits, page views, conversions and more with CTV advertising, they can not only be confident their ad spend is having an impact, but also transform television into a performance channel. As more brands realize what they can do with CTV, it’s just a matter of time before more ad budget makes its way to the channel.

Connected TV in the News

Global Distributors Work to Stand Out in a Competitive Streaming World
Variety

The surge in international, as well as regional CTV streaming players means the TV environment isn’t just changing in the US, but the entire world.

CBS Sees Consumers Taking as Many as 10 OTT Video Subscriptions
FierceVideo

The streaming space is getting pretty crowded, but that’s no concern to one CBS executive who believes there’s plenty of room for everyone.

How Connected TV Retargeting is Transforming TV Advertising
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One of digital marketing’s greatest advantages is its ability to track a customer across all their devices, and with CTV, television just joined the list of ‘cross-device’.

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