CTV Ad Exposure Time Increases, Still Trails Overall Viewership
· 2h ago · Originally reported by StreamTV Insider
Connected TV (CTV) platforms are seeing a rise in the amount of time viewers are exposed to ads, but this growth has not yet matched the overall increase in CTV viewership. This indicates that while more people are watching CTV, the proportion of time spent viewing ads remains lower than total viewing time.
Why it matters
Understanding the gap between ad exposure and viewership helps advertisers and platforms optimize ad loads and improve monetization strategies as audiences shift to CTV.
Explain it like I’m new here
More people are watching TV online, but they still see fewer ads compared to how much they watch.
Read the original at StreamTV Insider
Terms in this story
Go deeper
Related stories
Streaming Increases Share of US TV Ad Exposure, Comscore Reports
Comscore data shows streaming gained 6.2 percentage points in US TV ad exposure over the past year. In August, broadcast accounted for 43.2% and cable for 34.5% of ad exposure, while YouTube led streaming platforms with 44.4% of streaming…
Netflix Faces Challenges as Advertising Business Growth Slows
Netflix is experiencing difficulties with its advertising-supported business, raising concerns about the company's ability to sustain growth. The slowdown in ad revenue comes as the streaming giant seeks to diversify beyond subscriptions.
Trade Desk to Offer 4 Million Data Segments for Netflix Ad Buyers in November
Starting in November, buyers using The Trade Desk will have access to 4 million data segments for targeting ads on Netflix. Netflix is also introducing a Pixel and over 20 conversion events to its Conversions API, though in-DSP measurement…
Debate Grows Over Whether Ad Tech or Content Will Drive Netflix's Future Growth
Industry observers are divided on whether Netflix should prioritize its advertising technology or invest further in original content to boost its business. The discussion reflects differing views on what will deliver sustainable growth for…
Google and Glance Launch AI-Powered Shopping on Android TV
Google and Glance have partnered to introduce an AI-driven shopping experience on Android TV devices. This integration aims to allow users to browse and purchase products directly from their TV screens using artificial intelligence.
CTV and Retail Media Converge to Enable Shoppable TV Experiences
Connected TV (CTV) platforms are increasingly integrating retail media capabilities, allowing viewers to shop directly from their screens. This trend is driving new partnerships between streaming services and retailers, aiming to blend…