The Lean: CTV Insights Brief
The accelerated adoption of CTV/OTT by advertisers and consumers over the past two years has changed the dynamics of how brands think about and approach video advertising. With higher engagement rates than traditional linear TV, more precise targeting capabilities, flexible buying models, and advanced attribution options, CTV/OTT as an advertising medium is delivering just as much and some cases even more effective ROAS than traditional media. So it’s no surprise that more than half of ad buyers are moving their investments from broadcast and cable television towards CTV.
Although consumers have been getting to a more normalized state of CTV/ OTT viewing over the last quarter, the massive migration to ad-supported streaming services is opening a whole new world of opportunities for brands to engage watchers with more control over who they reach and when.
In this latest issue of GroundTruth’s Lean: CTV Insights Brief, we unpack the fundamental building blocks that make up CTV/OTT advertising and some insight into the trends that will be driving business performance for brands in 2022.
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About the Lean:
Between professional careers and personal lives, we understand that there is very little time left to read drawn out white papers. This is why we created The Lean — meaningful marketing insights that help brands make strategic decisions about their marketing campaigns. Specifically designed for easy consumption and quick reference, each issue of The Lean applies offline behavioral data filters and other industry sources to current consumer trends to help understand the impact they are having on business outcomes such as visits and sales. GroundTruth data is sourced from the 30 billion annual global visits observed on its platform. All data is anonymized and aggregated.
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