The Big Picture: Connected TV

Examines the adspend outlook for connected TV, taking into account the big picture view.
  • Global connected TV spend is forecast to reach $33bn in 2024; however, CTV ad spend growth slows as the market matures.
  • CTV reach has remained flat across the past five years, especially among younger cohorts; a potential cause may be the growing app cancel rate, driven by cost-cutting and shortage of relevant content.
  • Brands are attracted to the channel, but concerns remain around issues such as excess frequency and mistargeting, which may impact campaign effectiveness....

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