ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Article |
 Jul 16, 2025

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

AI summaries in Google’s news feed could undercut publisher traffic—again

Article |
 Jul 15, 2025

Critics of UnitedHealth Group get louder as the health insurer attempts to quiet them

Article |
 Jul 15, 2025

Shopify adds AI agent guardrails to protect its business model

Article |
 Jul 15, 2025

Bank earnings show consumer strength as delinquencies fall, spending rises

Article |
 Jul 15, 2025

Search engines reign, but social has standing in Latin America

Article |
 Jul 14, 2025

Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy

Article |
 Jul 14, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER
Already have a subscription?Sign In

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

Get a Demo
July 25, 2024

Effectiveness of Connected TV (CTV)/OTT Advertising vs. Linear TV in Achieving Select KPIs According to US CTV/OTT Advertisers, April 2024 (% of respondents)

Note

Respondents were asked, "Earlier you mentioned that you've used Linear TV (Broadcast or Cable/Satellite/FO) for advertising in 2023. How effective is connected TV/OTT advertising in achieving the following goals/KPIs compared to [media type]?"

Methodology

Data is from the July 2024 Advertiser Perceptions "CTV/OTT Advertiser Study 2024" commissioned by Premion. 150 US agency and brand-side marketers were surveyed online during April 2024. Respondents were involved in decision-making for connected TV (CTV)/OTT advertising spending, and spend at least $250,000 annually on advertising (national, regional, or local). Premion is a CTV/OTT advertising platform for regional and local advertisers.

Featured In

Nielsen will sunset panel-only measurement in Q4 2025

Sources

Advertiser Perceptions
Premion

Chart Title

Effectiveness of Connected TV (CTV)/OTT Advertising vs. Linear TV in Achieving Select KPIs According to US CTV/OTT Advertisers, April 2024 (% of respondents)

Publication Date

July 25, 2024

Sources

Advertiser Perceptions
Premion

Featured In

Nielsen will sunset panel-only measurement in Q4 2025
Topics
Connected TVsTV AdvertisingMarketing Measurement SurveysUnited States

Daily News

Marketers rush to unify social, CTV strategies
Article
Marketers rush to unify social, CTV strategies
Traditional TV still dominates daily media time
Article
Traditional TV still dominates daily media time
Ferrero rethinks its portfolio as grocery consumption habits shift
Article
Ferrero rethinks its portfolio as grocery consumption habits shift
Nonessential spending slumps amid tariff price hikes
Article
Nonessential spending slumps amid tariff price hikes
Measurement challenges impede influencer marketing growth
Article
Measurement challenges impede influencer marketing growth
Marketers stick with TikTok Shop despite its uncertain future
Article
Marketers stick with TikTok Shop despite its uncertain future
Search engines reign, but social has standing in Latin America
Article
Search engines reign, but social has standing in Latin America
Gen Z's affinity for store brands creates an opportunity for grocers
Article
Gen Z's affinity for store brands creates an opportunity for grocers
CTAs lead the way in email engagement tactics
Article
CTAs lead the way in email engagement tactics
Starbucks looks to appeal to health-conscious consumers
Article
Starbucks looks to appeal to health-conscious consumers
Why commerce media networks have grown so quickly
Article
Why commerce media networks have grown so quickly
JIC’s measurement audit shows a sector diversifying beyond Nielsen
Article
JIC’s measurement audit shows a sector diversifying beyond Nielsen
Kraft Heinz plots breakup as CPG headwinds prove too strong to handle
Article
Kraft Heinz plots breakup as CPG headwinds prove too strong to handle
Google’s Gemini goes global as Samsung’s AI engine for phones and wearables
Article
Google’s Gemini goes global as Samsung’s AI engine for phones and wearables
JPMorgan will charge fintechs fees to access consumer data
Article
JPMorgan will charge fintechs fees to access consumer data

Latest Reports

Retail Media Search Ad Spending Forecast and Trends 2025
Report
Retail Media Search Ad Spending Forecast and Trends 2025
Social Video 2025
Report
Social Video 2025
Social Search Usage and Trends 2025
Report
Social Search Usage and Trends 2025
Worldwide Social Network Users Forecast 2025
Report
Worldwide Social Network Users Forecast 2025
Infopack: France 2025
Report
Infopack: France 2025
D2C Ecommerce 2025
Report
D2C Ecommerce 2025
Asia-Pacific Social Network Users 2025
Report
Asia-Pacific Social Network Users 2025
Black Consumers’ Digital Habits 2025
Report
Black Consumers’ Digital Habits 2025
10 Best Practices for B2B Event Marketing 2025
Report
10 Best Practices for B2B Event Marketing 2025
Retail and Ecommerce Sales Benchmarks: Q2 2025
Report
Retail and Ecommerce Sales Benchmarks: Q2 2025
Infopack: Germany 2025
Report
Infopack: Germany 2025
The State of Germany Fashion Ecommerce 2025
Report
The State of Germany Fashion Ecommerce 2025
US TikTok Usage and Time Spent 2025
Report
US TikTok Usage and Time Spent 2025
Retail & Ecommerce Earnings Q1 2025
Report
Retail & Ecommerce Earnings Q1 2025
US Life Insurance Trends 2025
Report
US Life Insurance Trends 2025

Popular on EMARKETER

YouTube’s TV push could make it a default platform for media and streaming replacement
Article
YouTube’s TV push could make it a default platform for media and streaming replacement
Out-of-home, TV ads are most effective formats across metrics
Article
Out-of-home, TV ads are most effective formats across metrics
A longer Prime Day cements July as a key shopping moment in the retail calendar
Article
A longer Prime Day cements July as a key shopping moment in the retail calendar
Dentsu and Roblox’s new initiative proves in-game advertising is the future
Article
Dentsu and Roblox’s new initiative proves in-game advertising is the future
X CEO Linda Yaccarino departs as the company faces another controversy
Article
X CEO Linda Yaccarino departs as the company faces another controversy
Prime Day marks turning point in AI-driven shopping
Article
Prime Day marks turning point in AI-driven shopping
Marketers rush to unify social, CTV strategies
Article
Marketers rush to unify social, CTV strategies
Brands must meet Gen Z in creator-led spaces
Article
Brands must meet Gen Z in creator-led spaces
Social Search Usage and Trends 2025
Report
Social Search Usage and Trends 2025
Prime Day 2025 is off to a solid start
Article
Prime Day 2025 is off to a solid start
Spotify introduces automated podcast buying opportunities
Article
Spotify introduces automated podcast buying opportunities
With traffic softening, QSRs double down on loyalty programs, menu innovations, and technology
Article
With traffic softening, QSRs double down on loyalty programs, menu innovations, and technology
Study: AI agents hit 68% adoption in big business
Article
Study: AI agents hit 68% adoption in big business
Traditional TV still dominates daily media time
Article
Traditional TV still dominates daily media time
YouTube’s piracy problem costs streamers, Hollywood
Article
YouTube’s piracy problem costs streamers, Hollywood

"Behind the Numbers" Podcast

2025 Predictions Re-evaluated, Plus a Few New Ones | Reimagining Retail
Audio
2025 Predictions Re-evaluated, Plus a Few New Ones | Reimagining Retail
The Rise of Weight Loss Drugs: How They're Changing Bodies, Health, and Industry | Behind the Numbers
Audio
The Rise of Weight Loss Drugs: How They're Changing Bodies, Health, and Industry | Behind the ...
AI Made Simple: How to Make AI Approachable and Avoid Costly Mistakes with Kathleen Perley of Rice University | Behind the Numbers
Audio
AI Made Simple: How to Make AI Approachable and Avoid Costly Mistakes with Kathleen Perley of Rice ...
Standing Out in the Men's Grooming Market with Every Man Jack | Reimagining Retail
Audio
Standing Out in the Men's Grooming Market with Every Man Jack | Reimagining Retail
AI is Turning Bank Marketing Upside Down: What It Will Disrupt First, Second, and Then Third | The Banking & Payments Show
Audio
AI is Turning Bank Marketing Upside Down: What It Will Disrupt First, Second, and Then Third | The ...
AI Ads for $2K? Meta, Kalshi, and a Reimagined Ad World | Behind the Numbers
Audio
AI Ads for $2K? Meta, Kalshi, and a Reimagined Ad World | Behind the Numbers
AGI Is Coming: How It Will Change Everything—and When | Behind the Numbers
Audio
AGI Is Coming: How It Will Change Everything—and When | Behind the Numbers
What Makes Walmart Unstoppable? The Retail Empire Reinventing Itself | Reimagining Retail
Audio
What Makes Walmart Unstoppable? The Retail Empire Reinventing Itself | Reimagining Retail
Artificial General Intelligence Explained: When Will AI Be Smarter Than Us? | Behind the Numbers
Audio
Artificial General Intelligence Explained: When Will AI Be Smarter Than Us? | Behind the Numbers
What If? Google Broke Itself Up, Online Shopping Stopped Growing, and Audio Ads Exploded | Behind the Numbers
Audio
What If? Google Broke Itself Up, Online Shopping Stopped Growing, and Audio Ads Exploded | Behind ...
The Unofficial Most Unexpected Retailer Campaigns in 2025 (June) | Reimagining Retail
Audio
The Unofficial Most Unexpected Retailer Campaigns in 2025 (June) | Reimagining Retail
What If? OpenAI Acquires Snapchat, Starbucks Goes Crypto, and Paramount Cuts the Cord | Behind the Numbers
Audio
What If? OpenAI Acquires Snapchat, Starbucks Goes Crypto, and Paramount Cuts the Cord | Behind the ...
From Prime Time to Screen Time: How Our Attention Is Shifting | Behind the Numbers
Audio
From Prime Time to Screen Time: How Our Attention Is Shifting | Behind the Numbers
The Price of Politics: Taking A Stance Impacts Retailers' Bottom Lines with Dr. Marcus Collins of the University of Michigan | Reimagining Retail
Audio
The Price of Politics: Taking A Stance Impacts Retailers' Bottom Lines with Dr. Marcus Collins of ...
Summer Travel Will Look Different This Year. How So? | Behind the Numbers
Audio
Summer Travel Will Look Different This Year. How So? | Behind the Numbers

Trending in United States

A longer Prime Day cements July as a key shopping moment in the retail calendar
Article
A longer Prime Day cements July as a key shopping moment in the retail calendar
Out-of-home, TV ads are most effective formats across metrics
Article
Out-of-home, TV ads are most effective formats across metrics
YouTube’s TV push could make it a default platform for media and streaming replacement
Article
YouTube’s TV push could make it a default platform for media and streaming replacement
X CEO Linda Yaccarino departs as the company faces another controversy
Article
X CEO Linda Yaccarino departs as the company faces another controversy
Dentsu and Roblox’s new initiative proves in-game advertising is the future
Article
Dentsu and Roblox’s new initiative proves in-game advertising is the future
Marketers rush to unify social, CTV strategies
Article
Marketers rush to unify social, CTV strategies
Social Search Usage and Trends 2025
Report
Social Search Usage and Trends 2025
Prime Day marks turning point in AI-driven shopping
Article
Prime Day marks turning point in AI-driven shopping
Prime Day 2025 is off to a solid start
Article
Prime Day 2025 is off to a solid start
Brands must meet Gen Z in creator-led spaces
Article
Brands must meet Gen Z in creator-led spaces
With traffic softening, QSRs double down on loyalty programs, menu innovations, and technology
Article
With traffic softening, QSRs double down on loyalty programs, menu innovations, and technology
Spotify introduces automated podcast buying opportunities
Article
Spotify introduces automated podcast buying opportunities
Traditional TV still dominates daily media time
Article
Traditional TV still dominates daily media time
‘Click-to-cancel’ rule is blocked, but consumers still want simplicity
Article
‘Click-to-cancel’ rule is blocked, but consumers still want simplicity
Nextdoor’s platform relaunch doubles down on hyperlocal content
Article
Nextdoor’s platform relaunch doubles down on hyperlocal content