CTV Captures Up to 30% of TV Budgets as Advertisers Consolidate with Agencies
· 3d ago · Originally reported by Storyboard18
Connected TV (CTV) is now accounting for as much as 30% of traditional TV advertising budgets, according to Dentsu X. This shift is occurring as advertisers increasingly consolidate their agency partnerships to streamline media buying.
Why it matters
CTV's growing share of TV budgets signals a major shift in how brands reach audiences, reflecting changing viewer habits and the need for more targeted, measurable advertising.
Explain it like I’m new here
It's like more people are choosing to watch shows online instead of regular TV, so advertisers are spending more money where the viewers are.
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.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
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.
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