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.
Most digital pros said they will prioritize social media and digital video/CTV in the year ahead.
Sam's Club has an ambitious video ads program that launched Tuesday, targeting members supported partly by The Trade Desk across CTV networks.
A recent survey of advertisers and agency execs found 60% of reported moderate to "extreme pressure" from the brands they work with to drive even better ad performance. Here are some of the media
combinations that perform the best.
Advertisers are recommended to use an omniscreen strategy to reach and interact with holiday shoppers.
Latin America's strength in open programmatic ad spending on CTV offset weakness in other regions.
More consumers this year said they like having an abundance of TV programming.
Three in five media buyers said they spend on FAST channels to target a specific audience.
Fortune 500 companies are spending millions of dollars on low-quality CTV inventory.
Share has risen 10 percentage points year-to-date.
Hulu pushed past Amazon Prime Video to be the third-most popular streaming app in October.
In the U.S., 63% said the same, in LG Ad Solutions surveys.
About 10,000 of 50,000 channels presenting themselves as CTV channels were found to consist of content such as ad-supported screensavers, white noise generators, game channels and mobile apps posing
as CTV.
A study by Magna Media Trials and Samsung Ads explored Gen Z and Millennials' CTV viewing habits, and suggests search may have a connection with next-generation campaigns.
Study gauges the effects of CTV campaigns on viewer search behavior in real time.
Google is testing a banner in search results that would enable users to click on an image to make a purchase. Non-paid advertising will bring awareness to products and services, but paid media will
influence purchases.
Pixalate releases its Q2 vMVPD traffic analysis and CTV developers reports.
U.S. Hispanics can find a broader range of programming through a connected device such as a smart TV.
IVT rates, inclusive of ad fraud, are elevated within inaccurately labeled CTV, in-app mobile and desktop traffic, finds a new report.
Fifty-six percent spend more than half their time trying to optimize results of these campaigns, but 60% say they're not fully achieving that objective.
Households with kids also tend to pay greater attention to CTV ads and programming.
Report also offers insights on the effects of ad length and frequency on advertising attention.
Streaming also ranks as the top medium for watching holiday content, per new LG Ads' survey.
Streaming growth has crowded out the portion of subscribers to more traditional TV services such as cable or satellite.
Ad-supported services from Netflix and Disney+ have helped to increase viewing time of streaming video with commercial breaks.
Global ad spend is on track to grow 4.4% to $963.5 billion in 2023, rising 8.2% to more than $1 trillion in 2024, which will be the first year expenditures top the trillion-dollar mark, according to
the World Advertising Research Center, with five companies responsible for the uptick.