Measuring incremental reach is the biggest worry for CTV advertisers

Alex Brownsell, Celeste Huang

The Internet Advertising Bureau surveyed US brands to learn their concerns about connected TV.

Connected TV (CTV) is on an upward curve. Global ad investment in TV streaming platforms grew 22.8% year-on-year in 2021, according to WARC Media, and is forecast to increase 8.4% this year - by far outstripping the 3.6% growth expected in the linear TV market. In the US, CTV spending is set to reach $21bn by the end of 2022, according to research from the IAB.

This growing investment reflects marked changes in TV consumption. Pixalate’s Ad Supply Chain Trends Reportfound that 94% of US households are now reachable by open programmatic CTV advertising,...

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