The state of CTV: new research shows advertisers are poised to spend

Connected TV is now a dominant mode of media consumption. It’s no surprise, as the so-called “streaming wars” create more consumer choice and drive increased media fragmentation. As viewership surges and players in the marketplace proliferate, marketers must now keep up with the growth of CTV.

There are challenges to be met. To capture the state of the promise — and the pitfalls — of the connected TV space, we surveyed the Digiday audience. We gauged levels of sophistication, and we queried what’s holding them back from investing more in the CTV environment. The survey questioned what is driving advertisers’ interest, innovations and successes across their connected TV campaigns.

Download this state of the industry report to find out:

  • The forecast for CTV advertising spend — now and in a year’s time
  • What’s slowing down CTV adoption
  • How CTV compares to digital video
  • Where the opportunities are for CTV advertising

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