Traditional TV viewing continues to decline, with an estimated 46.6 million households moving to streaming platforms exclusively by 2024. That shift presents an opportunity for marketers to reach new audiences through the connected TV market.
Indeed, CTV advertising offers a range of benefits to marketers and expands their capability to reach and engage with their target audience, removing it from the silo of business hours. (Check out this recent guest column that makes the case for CTV advertising for B2B marketing specifically.) Plus, this piece in AdExchanger explores five ways to boost ROI through CTV and OTT advertising, from leveraging “binge TV” to prioritizing the audience experience to cross-device targeting.