With advertisers looking for 21st century alternatives to traditional quarterly upfront buys and an increase in interest for new ways to measure TV ad performance, it’s obvious that Connected TV is under a spotlight this year. The number of consumers that have cut the cord is incredible!
eMarketer found that there were less than 78 million U.S. households with a cable subscription in January 2021. But wait, there’s more! Advertisers and marketers can reach 84 million users through Connected TV devices. In their Future of TV Report, The Trade Desk takes a closer look at how the events of last year changed the landscape of TV advertising for the foreseeable future.
Of most importance is increased confidence by advertisers in the effectiveness of Streaming campaigns through Connected TV. With some advertisers still skeptical and slow to allocate their budgets towards to CTV, most others are excited about reaching the growing audience available through streaming channels and platforms. According to the report, 89% of marketers feel that CTV advertising is just as effective as linear TV. These marketers are also interested in Connected TV’s ability to build a brand –– 43% percent of those surveyed believe CTV is the best channel for brand awareness in 2021.
Ultimately, as marketers continue to seek better ways of connecting with an increasingly digital-first consumer base, Connected TV is rising to the top. With better targeting than traditional TV and the ability to re-target, to those same audiences, it will not be long before CTV dominates all TV viewing.
