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Connected TV Ad Spending Leads the Way in Growth
Increases Come Even as Forecast Is Trimmed; Gains in Time Spent Point to More Engagement
Executive Summary
Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels. Even after a forecast downgrade driven by adverse macroeconomic conditions and challenges in digital ad targeting and measurement, CTV remains a place where marketers see tremendous value in their ad investments—especially at a time when traditional TV is waning.
Key Question: What is our outlook for CTV ad spending in the next four years as linear TV continues to recede and emerging digital formats, like retail media, take hold?
authors
Paul Verna
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