Study Finds Ad Execs Believe CTV Benefitted From Pandemic, Now More Effective Than Linear TV

Connected TV (CTV) has been a major beneficiary of the COVID-19 pandemic, and is now perceived as being a better media option for reaching consumers than linear TV, according to advertisers and agencies surveyed by MTM Global for video advertising developer Tremor Video and Unruly.

The research, a U.S. companion …

2 comments about "Study Finds Ad Execs Believe CTV Benefitted From Pandemic, Now More Effective Than Linear TV".
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  1. Ed Papazian from Media Dynamics Inc, April 14, 2021 at 12:10 p.m.

    Joe, if we take these findings as representative of the thinking of most TV advertisers---which I'm not sure is a valid assumption---one would expect a massive shift of ad dollars away from "linear TV" and into CTV and this should be happening right now. Yet I doubt that we will see national TV network and cable spend drop from $40 billion to, say,  $20 billion this year---with all of those dollars going to CTV---even it could absorb that much new business. Instead,  a continuing but modest shift will, no doubt, take place, however most brands will still to be forced to participate in corporate upfront "linear TV" deals---just they have been for many decades now. Makes you wonder why these "marketers" don't practice what they preach--or say they "think".

  2. Osman Ansari from Mohammad Ansari replied, April 14, 2021 at 12:31 p.m.

    Ed it's a great point, CTV is like mobile a few years ago. It's where everyone is focused, there's lot of bullish sentiment in the marketplace but we're still a few years away from ad budgets catching up with consumption.

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