CONNECTEDTVHowmarketersareapproachingtheTVadrenaissance1ExecutiveSummaryWHAT’SINTHISREPORTIt’sbeenmanyyearsnowsincetheeconomicpressuresbite,andmoreCTVintheCurrentfirstobituarieswerewrittenforhouseholdscutcords,73%ofStateofPlaytelevisionadvertising.viewersnowprefertowatchfree,ad-supportedcontentratherthanTargetingandtheItseemstheywerepremature.payforad-freecontent.Age-OldBrandVersusWhilebudgetshaveundoubtedlyPerformanceDebatebecomemoredigitally-focused,soAslinearTVadspendcontinuestoohasTV,whichisexperiencingtofall,dollarsallocatedtoCTVHowCanCTVitsrenaissancethroughtheriseofandthetech-drivenopportunitiesMarketersDecideWhatConnectedTV.andoutcomesitcreates,aretoMeasure?steadilyclimbing.By2025,CTVTV,infact,couldmoreaccuratelyadrevenuesareforecasttobeOvercomingthebedescribedashavingbeeninmorethanhalfthatoflinearTV,BarrierstoCTVtransition,ratherthandecline.aremarkabledevelopmentgiventherelativeinfancyofCTV.ItisaButwhatexactlyisCTV?Itis,channelthathasbecomeattractiveafterall,atermthatisoftentomarketersonseveralfronts,misunderstood.Accordingtotheabilityforadvancedtargetingperformancemarketingplatformamongthem.MNTN,itistelevisioncontentaccessedbyappsandstreamedButmorethanthat,CTVisoversmartTVsoraconnectedbuildingabridgebetweentwoOTTdevice.Atitscore,CTVison-worlds.NotonlydoesitenabledemandTV.marketerstoreachandengagew...
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