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The Marketing Architects
Why CTV’s the Hottest Marketing Channel of the Year
Jun 11, 2024
Director of Advanced TV Marrika Zapiler joins the hosts to discuss the rise of Connected TV (CTV) as a top marketing channel in 2024. They cover CTV viewership, ad revenue, marketer sentiment, ad inventory purchasing, costs, targeting options amid declining cookies, and the importance of testing new channels. Learn about the complexities and opportunities of CTV advertising.
33:36
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Quick takeaways
- CTV combines TV reach with digital targeting, appealing to 18-54 demo.
- Programmatic CTV buying allows better scalability with audience targeting.
Deep dives
Understanding CTV Growth and Reach
Connected TV (CTV), known as streaming TV, offers the brand building reach of television combined with the targeting and measurement capabilities of digital. CTV's growth is remarkable with over 28 billion dollars expected in the US market this year, reaching 233 million users, and tapping into the majority of the US population, particularly appealing to the 18 to 54-year-old demographic. Unlike traditional national TV, CTV provides opportunities for smaller brands with more measurable tests.
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