Also, even mobile marketers think that CTV advertising spend will eventually surpass mobile advertising.

Shoppability, social streams and gamification are all in the mix, and with Disney+ and Netflix entering the fray, the innovation timetable is likely to speed up.

Will Netflix or Disney+ "win" as their new AVODs go mano a mano?

CTV's ROI is better than other media channels' in both the short and long term, according to Analytic Partners' data/analysis.