CTV Advertising Projected to Equal Traditional TV Ad Spend by 2027
· 2d ago · Originally reported by afaqs!
Industry expert Vivek Couto predicts that connected TV (CTV) advertising will reach the same scale as traditional television advertising by 2027. This projection highlights the rapid growth and increasing importance of CTV in the advertising landscape.
Why it matters
As more viewers shift to streaming platforms, advertisers are following suit, making CTV a crucial channel for reaching audiences. This shift could reshape how brands allocate their ad budgets and strategize campaigns.
Explain it like I’m new here
It's like more people are watching shows online instead of on regular TV, so companies are starting to put just as many ads on streaming as they do on old-fashioned TV.
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.
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
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.
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