Connected TV
This article is part of a series of articles from the WARC Guide to connected TV. Read more
Why it matters
The rise in CTV viewership in the US, and in much of the world, demands that brands consider the channel, but they should also note that right now, as an emerging medium, CTV is rife with complexity and expected growing pains.
Takeaways
- According to Nielsen, 81% of the US's 121 million TV households now have at least one device connected to the internet, and 28% of TV viewing today is streamed.
- CTV holds promise because...