CTV Ad Impressions Surge 73% in September, Raising Questions on Incremental Reach
· 1h ago · Originally reported by Storyboard18
Connected TV (CTV) advertising impressions increased by 73% in September. However, it remains uncertain whether this growth is leading to a broader audience or simply more ads shown to the same viewers.
Why it matters
Understanding if higher CTV ad impressions actually expand advertiser reach is crucial for brands to assess the true value of their campaigns and avoid wasted spend.
Explain it like I’m new here
It's like showing more ads on TV, but we don't know if new people are seeing them or just the same people more often.
Read the original at Storyboard18
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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