Seventy percent of senior brand execs recently surveyed said that their creative for CTV and other digital platforms is basically the same, although there are some variations on the central campaign theme.

Meanwhile, an iSpot.TV solution - and GroupM-shepherded effort to develop new CTV viewability standards - announced last June are still in beta.

Marketers report finding ways to work around "currency" and cross-channel measurement issues, upping CTV budgets, and harnessing programmatic buying.

That's up from an average 13% between October 2021 and January 2022, per Pathmatics data.