2024 State Of CTV Advertising: Overcoming Knowledge Gaps To Focus On B2B Performance Plays

Though Connected TV (CTV) advertising first showed up on screens in the late 1990s via TiVo, the programmatic advertising format didn’t really take off until the 2010s. Now, as we approach 2024, B2B advertisers — who were traditionally slower on the CTV uptake — are embracing the strategy in droves, as 70% of practitioners are currently leveraging a CTV approach.

For the 30% who aren’t currently leveraging CTV advertising strategy, it’s not due to lack of interest or desire; it’s due to a lack of knowledge. When asked why their organization isn’t currently leveraging a CTV approach, 61% of respondents pointed to a lack of knowledge. But as practitioners realize the performance capabilities of TV advertising’s most attainable iteration, nearly one-third of practitioners who don’t currently leverage CTV plan to adopt the strategy within the next six months.

Throughout this survey report, we’ll analyze the key trends and themes surrounding CTV usage and adoption, with an eye on future use cases of the strategy. Specific topics of discussion will include:

  • How marketers are evolving their CTV advertising strategies from solely brand-awareness plays into performance marketing solutions;

  • An analysis of the knowledge gap of CTV with insights on how practitioners’ level of knowledge impact strategies and success;

  • An in-depth analysis of advertising budgets, with a specific focus on CTV’s growing prominence when it comes to allocating dollars; and

  • The movement toward converging performance plays with tangible outcomes, such as return-on-ad-spend (ROAS) and a  lower funnel focus.



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