Fifteen years ago, Connected TV (CTV) advertising began as a programmatic advertising format thanks to the rise of streaming services and smart TVs. Today, marketers have fully embraced the strategy, and CTV has now entered the mainstream of B2B advertising.
Companies have moved beyond the initial use cases of building awareness and are now also using CTV advertising to deliver a targeted and personalized ad experience and to drive performance.
In this report, we analyze the key trends and themes around CTV usage, adoption, and future expectations, including how companies:
- Plan to level up their CTV advertising to maximize results;
- Define what success looks like in a CTV program;
- Evaluate new CTV programs and opportunities; and
- Decide how much to spend on CTV in the future.
