In 2021, 60% of US adversities moved ad dollars from linear TV to connected TV (CTV) or over the top (OTT).
CTV’s significance in the digital media industry is rising, but there's still a lot of ambiguity about proper buying practices, fraud, and more. With CTV inventory spreading across broadcasters, CTV-enablement devices, and Smart TV devices, each one offers varied insights, reach and usability.
Value-seeking marketers must focus on long-tail apps like Pluto TV, Crackle, and Xumo TV. Apps with a limited audience deliver nuanced data, driving engagement among certain demographics.
Combining CTV household-level insights and contextual data could help marketers understand their audiences better because one-to-one interactions are scarce in CTV. Investing in third-party verification sources and imposing requirements for inventory partners is advised to safeguard CTV ads against viewability fraud.
[4 minute read]