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MediaDailyNewsSo Much For Conventional Wisdom, Study Finds Consumers Connecting Longer On Long-Form Connected TV Ads

In a finding suggesting the shift to shorter-form video ad units may not apply to connected TV, a new study finds consumers watch more of longer-format ads via connected TV sets. The average time spent watching connected TV (CTV) commercials has moved up slightly for 30-second units, but is flat for 15-second units, according to an analysis of first-quarter 2019 data from ad-tech firm ...

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