Attention metrics can help marketers evaluate and invest appropriately in CTV opportunities

Looks at the role attention can play as a metric for understanding the cross-platform value of TV buys, especially as connected TV becomes increasingly popular among viewers and marketers.

Connected TV

This article is part of a series of articles from the WARC Guide to connected TV. Read more

As the annual upfront season in the US – when brands strategize about their TV investments for the year – heats up, marketers find themselves developing their advertising plans in a rapidly changing television landscape. While connected TV (CTV) is no longer “new” to audiences, for many advertisers this will be the first year they fully embrace it within their TV media mix. According to North American data collected for WARC’s 2022 Marketers Toolkit, marketers ranked CTV as the...

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