IAB releases an extensive connected TV guide for advertisers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2019, 12:21 PM UTC

According to research by Differentology, 85% of people have access to broadcast video on demand.

68% of people have access to subscription services like Netflix or Amazon Prime, with 72% being identified as heavy watchers. The findings are part of the Interactive Advertising Bureau's new guide, “Changing the Channel”, aimed at educating advertisers about connected TV (CTV).

The guide also revealed that 88% of people between 16 to 34 years old subscribe to a service, but only 49% of them access these services every day. The report states that brands can leverage addressable formats on CTV to target ads to different audience segments watching the same content.

Brands can capitalise CTV campaigns to support linear TV and drive awareness among audiences. While there aren’t any industry standards to measure CTV, reaching out to a defined set of audiences can help brands measure their campaign success.

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