CTV at the Crossroads

The first, frothy wave of CTV adoption has officially crested. Now what?

The hypergrowth honeymoon is cooling and CTV is nearing market saturation, but ad investments have more than doubled in the last two years, and are projected to reach $30 billion by 2024.

“CTV at the Crossroads” offers a detailed overview of the current state of the connected TV environment. In this report, we review the latest consumer adoption trends, media company investments in streaming TV, the shifting buyer perspective and finally, the disruption of TV’s classic measurement model as Nielsen challengers scramble to perfect new digital-style currencies that could overturn its panel-based hegemony.

Access insights and and trends into:

  • The state of CTV as it approaches saturation
  • How CTV ad spend could reach $30 billion by 2024
  • Why AVOD may be at a tipping point
  • Whether or not programmatic is making inroads in CTV
  • Who is leading in the race to identify new measurement currencies

Download the report today.

    First Name*

    Last Name*

    Work Email*

    Company*

    By submitting your email address above, you consent to being contacted about news, offers and opportunities from Adweek. You can unsubscribe from these messages at any time.