As connected TV (CTV)rapidly becomes the dominant method for consuming television, it also has become the fastest-growing ad channel in the U.S., accounting for one in every 10 dollars spent on digital advertising, according to Emarketer. In fact, U.S. brands alone will spend more than $28 billion on CTV advertising this year, making up one-third of the total amount of money spent on TV advertising.
CTV is clearly becoming an integral part of the omnichannel marketing mix. This Retail TouchPoints special report digs into all the opportunities and challenges in the brave new world of CTV, including:
- Some of the barriers that have kept brands out of CTV until now and how to navigate these silos and friction points;
- How the targeting and performance-based buying capabilities of CTV are enabling brands to advertise on TV for the first time;
- Tips and tools to develop TV-ready creative cost-effectively;
- Key measurement and performance metrics to gauge CTV performance; and
- New kinds of advertising unlocked by CTV through integration with retail media networks and technological advancements.
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