State of the
TV Ad (Re)volution
Take a closer look at key insights and data analysis shaping the CTV advertising industry. While the TV revolution is being televised, the TV ad revolution has been slow to follow. It's time for (re)volution.
While viewers are greeted daily with more choice, personalization, and interactivity in their content experience, the majority of advertisers are still falling back on the traditional 30-second commercial. As you will see in this inaugural report, the ad experience has evolved and is available at scale. And most importantly, viewers have spoken, they do engage with TV ad experiences, and they’re more inclined to become aware of brands and notice ads that take advantage of interactivity
Key takeaways:
Menu of ad formats is key to aligning performance with varying campaign KPIs
Frequency is key in driving and sustaining engagement
Interactive ads provide value beyond engagement
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