Could happy advertisers be the key to connected TV success?
For years, CTV and linear television have been battling it out for viewership numbers. And it looks like CTV is coming out on top. Seeking more flexibility and lower costs, consumers have cut cords en masse, resulting in CTV viewership surpassing linear.
With ~230 million users in the U.S. alone, CTV offers a clear opportunity for advertisers to reach new audiences. But viewership numbers aren’t the only draw. With an array of results-focused capabilities, CTV has turned television screens into powerful performance advertising engines that brands of today don’t have to go without.
CTV continues to grow in popularity with viewers, and streaming services wisely cater to those customers. But there’s another consumer group they need to keep happy: advertisers. As ad-supported content offerings grow, streaming services and other CTV advertising platforms are developing more sophisticated technologies to meet advertisers’ needs. And though it may not be immediately evident, these technological advances are leading to a better experience for viewers, too.