Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

“Two-thirds of the US population use connected TVs. In Canada, it’s nine in 10 people in the population,” our analyst Bill Fisher said on an episode of “Behind the Numbers.” “This is a really, really valuable piece of advertising real estate.”

The reach isn't the only attractive factor for marketers: CTV advertising offers rich features for advertisers like segmentation, targeting, and greater control over frequency. CTV platforms also provide robust abilities to measure campaigns and track their impact.

Here are four things for marketers to know about CTV and measurement.

1. Measurement is top of mind for marketers

Key stat: Attribution and measurement is a top investment priority (47%) for US brand and agency marketers in 2025, according to October 2024 InMarket data.

What it means: Marketers are being asked to do more with less, and to back up their efforts with results. That means dependable, accurate campaign data has grown more vital than ever.

2. Despite growing prominence, CTV's marketing potential remains untapped

Key stat: We forecast that US CTV users will be almost 70% of the population (69.2%) this year. Yet, traditional linear TV still receives the majority of ad spending, with 67.5% of total TV ad budgets going towards the channel, according to a November 2024 forecast from EMARKETER.

What it means: After decades of benefiting from linear TV's direct line into US households, marketers have been slower to explore CTV channels, even as the streaming service space nears saturation.

As CTV services increasingly show more live events and sports coverage, they chip away at some of the last remaining benefits of linear TV. Marketers should feel empowered to research and identify what CTV campaigns can offer compared to traditional TV.

3. CTV advertisers are already benefiting from measurement and performance goals

Key stat: CTV advertisers say one of the channel's top benefits (28%) is its detailed reporting, measurement, and insights, according to an April 2024 Advertiser Perceptions and Premion study.

• Achieving brand awareness and performance marketing goals stood out as the number one benefit for CTV marketers, per the study.
• Moreover, 69% of CTV/OTT marketers rank it as one of the three most important media types for their goals, according to Advertiser Perceptions and Premion.

What it means: Advertisers who have dipped their toe into the channel are gaining valuable insights on their target audiences.

• You don’t need an all-or-nothing strategy. Some 4 in 5 advertisers say that CTV/over-the-top advertising is an extension of their linear TV ad buy, per the Advertiser Perceptions survey.

4. CTV is a conversion powerhouse

Key stat: CTV generates 10 times more conversions than linear TV, while only using 60% of the total spend allocated to the traditional linear channel, according to a May report from Incrmntal.

• Incrmntal also found that CTV is a very balanced medium between ad spend and performance, while linear TV has the widest gap between spend and actual performance, per Incrmntal's report.

What it means: As CTV's advertising platforms expand their measurement prowess, particularly through AI, marketers stand to gain more value from insights to tailor their campaigns.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.