Lucy Rogers - Criteo | LinkedIn (original) (raw)

When was the last time you saw a TV commercial? Many consumers have moved to streaming television (CTV/OTT) over linear cable, but ads are quickly infiltrating what has been an ad-free arena. Two things are happening: the American public is moving to streaming, and ads on streaming are growing fast. A recent report by DoubleVerify and TVision highlights some compelling data on the growing influence of CTV ads, indicating a shift in viewer attention that marketers cannot afford to ignore. According to the report, U.S. viewer attention to CTV ads surged to 51.5% in the first quarter of this year, up from 49.2% the previous quarter. While linear TV still holds a slight edge in overall ad attention at 54.5%, premium CTV apps have now surpassed linear TV, achieving a remarkable 56.1% attention rate. This trend signifies a pivotal moment for advertisers. With CTV ad volumes increasing across major brand categories, industries like education, electronics, and consumer products are witnessing significant boosts in ad spend. Additionally, political and government ads have seen a surge as we approach the upcoming election cycle. The report also reveals interesting insights into consumer behavior. Most households use three or fewer CTV apps, with YouTube, Netflix, and Hulu leading in viewership. Furthermore, the reach of free ad-supported streaming TV (FAST) apps, such as The Roku Channel, has grown by 9%, reflecting the expanding CTV ecosystem. So, what does this mean for advertisers? 1️⃣ Enhanced Engagement: CTV offers an interactive and immersive viewing experience, capturing viewers' attention more effectively than traditional linear TV. 2️⃣ Targeted Advertising: With advanced data analytics, CTV enables precise audience targeting, ensuring that ads reach the right demographic at the right time. 3️⃣ Flexibility and Innovation: CTV allows for creative ad formats and dynamic content delivery, allowing brands to experiment and innovate. Yan Liu, CEO of TVision, aptly stated, “Each quarter, we see advancements in CTV advertising - in terms of reach and scale but also in terms of attention and engagement from viewers.” This sentiment is echoed by the report's findings, which underscore the increasing value and effectiveness of CTV advertising. As we continue to navigate the transformation of media consumption, it's clear that the CTV trend continues to grow despite naysayers. But evenmore importantly, in the same way that death and taxes are inevitable, so are ads. Brands that leverage the unique advantages of CTV will be better positioned to engage their audiences, drive conversions, and achieve long-term growth. ❓ What are your thoughts on the evolution of CTV❓ Comment 👇 For more insights, check out the full article here: https://lnkd.in/etw-q\_Ri #Marketing #CTV #Advertising #DigitalTransformation #AdTech Data Genomix