The WARC Guide to connected TV

This WARC Guide provides a summary of new thinking and best practice on connected TV.
  • Connected TV advertising is a highly complicated ecosystem, but the vast majority of ad supported streaming happens on a handful of platforms.
  • There has been a marked viewing shift toward AVOD platforms as consumer “subscription fatigue” grows.
  • If Netflix launches an ad supported tier, it will be a CTV advertising game changer – in the US alone, it has a 64% household reach.
  • CTV targeting runs on first party data , making it a promising channel for brands buffeted by privacy concerns and there is an increasing interest in transactional CTV ad units....

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