A Tremor Video-MTM Global study highlights advertisers’ attitudes and perceptions toward CTV’s growing importance in brand marketing strategies.
Nearly three-quarters of US advertisers believe CTV reaches target audiences more effectively than linear TV. 85% of advertising professionals also said CTV is a crucial part of their video advertising strategy.
The study found consumers exposed to CTV ads are 71% more likely to advocate a brand than consumers exposed to linear TV. Additionally, consumers exposed to connected TV are 52% more likely to buy a product and 45% more likely to visit a store or product website than consumers exposed to linear TV.
With more viewers turning to Ad-Supported Video on Demand for their dynamic streaming content since the pandemic, more ad dollars have started moving from linear TV to CTV. 90% of respondents said they planned to increase their 2021 CTV budgets, with an average increase of 53%.
[4 minute read]