As linear and online content converge onto the “largest screen in the house,” the number of households streaming content through a connected tv (CTV) is expanding rapidly. According to Nielsen, streaming accounts for 25% of TV usage, and 77% of households have at least one streaming device.
This hasn’t gone unnoticed by marketers.
As programmatic buying becomes more mainstream, the expansion of addressable ads will give marketers the ability to use data to deliver personalized messaging in the near future—and drive ROI to the bottom funnel.
We brought together four marketing experts from Roku, Disney and Samsung Ads to get their perspectives on CTV’s growth, use of enhanced creative, measurement hurdles, innovations to come, and more.
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