Investing in CTV ads can help marketers improve their ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 06, 2020, 5:35 PM UTC

The time spent watching videos in the US grew by 81% during the lockdown.

With CTV viewership rising massively and linear TV starting to wane, connected TV has grown in terms of importance for marketers. While globally, CTV programmatic advertising had increased by 330% by the end of the decade and is expected to reach $10.81 billion in 2021.

As compared to other channels, CTV drives the highest level of both, cost-efficient responses and sales. This is partly because CTV’s built-in algorithm automatically identifies the best performing creatives and displays them first while running campaigns to maximise efficiency.

Getting a comprehensive metric report can be challenging for marketers as data varies significantly from one platform to another. But, CTV also allows advertisers to fine-tune their accounts according to their objective KPIs, budgets and business types.

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