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The use of connected TV (CTV) has exploded in the past couple of years. In fact, U.S. upfront CTV ad spending will surpass $4 billion in 2021 alone, which translates into a 50% uptick year-over-year. According to recent projections, this will increase to $6 billion next year. Brands are eager to get in on the action with this trend in full swing, but not just with the usual 15- and 30-second spots.
At the Adweek Convergent TV Summit, leading platforms and brands talked about how they uncover the key insights needed for successful, innovative partnerships.
Keeping up with a modern TV audience
As traditional TV ratings take a double-digit plunge and the median age of the broadcast viewer jumps to over 60, CTV is something all brands should have in their arsenal to ensure they stay connected to their audiences.
“What we find over and over again is that it’s all about scale for advertisers,”...
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