As much as 40% of open-web CTV spend may be wasted because of faulty data inputs, according to Truthset.
More than a third of marketers say they can't prove incremental return on ad spend.
Roughly 40 percent of media buyers now view retail media as a full-funnel solution, according to survey data.
Advertisers largely agree that standardized metadata and TV schedule information would improve both confidence and spending in CTV.
Server-to-server data flows are now essential for advertisers seeking proof of performance in an era of privacy regulations and signal loss.
Gamers now spend as much time playing video games as they do watching TV, and younger players devote even more time to gaming.
To attract and retain subscribers, platforms increasingly rely on event-driven promotions.
Traditional media allocations remained stable, with national and local TV showing little movement, while OOH/DOOH and print also held steady.
The growing price gap between ad-free and ad-supported plans is a catalyst for increased adoption of ad tiers.
Connected television this year is expected to be the second-most used advertising channel for holiday campaigns, up from third place last year.
Almost two-thirds of survey respondents said they use their TVs to watch platforms like YouTube and Twitch.
CTV is on a clear growth path, but the advertising infrastructure hasn't caught up yet, according to a report by ID5 Technology.
Ad recall and viewer engagement have reached new lows in today's second-screening landscape.
Campaigns that succeed in 2025 will come from advertisers that recognize the data is about permanent shifts in how media is consumed, not just election trends, according to LoopMe head of political
Robin Porter.
Four in 10 consumers have interacted with TV content to learn more about products or make purchases.
Winterberry Group estimates investments in connected commerce and technology stacks will drive U.S. ad, marketing, and data expenditures to $585 billion.
However, linear TV ads are more likely to be seen as intrusive or annoying.
The initial success of a TV campaign encourages many brands to increase their spending as they seek greater market share.
Black consumers seek culturally relevant content with authentic representation and storytelling that reflects their experiences.
Smart TVs aren't just for watching video, with half of consumers saying they use the biggest screen in their homes to stream music from a service such as Pandora or Spotify.
Microsoft's AI Trace research project introduces a new approach to training and automatically optimizing AI-run systems, with the possibility to optimize ad delivery, recommendations, fraud detection,
and more.
More than half of advertisers said a large, simultaneous audience is the biggest reason to buy ads in live events.
The retailer says customers increased digital viewing by 40% last year.
Some $1.4 billion was lost to mobile in-app ad fraud, per Pixalate's estimates, but data shows budgets were also impacted in other media.
One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
Broadcast TV also offers a way to reach consumers who can't be reached through streaming platforms that don't carry advertising.
The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
Consumers are most likely to say that television advertising enhances perceptions of brand quality.
About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
The Winterberry Group Thursday released its 2024 outlook for U.S. advertising, marketing and data spend. It looks at online and offline channels and the business drivers and trends behind the data.