Connected TV (CTV) ads are skyrocketing, leaving advertisers navigating new ad loads on platforms like Netflix and Disney+ while grappling with the challenges of measuring ROI in the streaming domain.
Our analyst answers three burning questions plaguing CTV to help marketers make the most of the fastest-growing ad format we measure.
Do you anticipate linear, cable, or broadcast TV rebounding, or will they become increasingly irrelevant?
Analyst Ross Benes: “[Linear TV] is inevitably marching toward becoming more irrelevant and toward the spending decline. However, they still have some purpose to the companies that own them because most of the content is repurposed for the affiliated streaming service.”
Are low ad loads, especially in some of the newer premium services, sustainable?
Benes: “[Ad loads] will probably increase. It’s been a trend with streaming advertising—really a trend with any digital advertising—that once advertising is introduced, it only grows.”
What will CTV ad measurement look like next year?
Benes: “I just don’t expect streaming to coalesce around a single currency like TV did for decades. It’s just going to be more bifurcated.”
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