Marketers could form a strategy separate from linear TV to target OTT users.
This article cites a GfK MRI report that found almost 71% of all US consumers currently have, and plan to retain, linear TV connections. Instead of opting for a replacement, over half of traditional TV users are adding to their cord services. With Connected TV (CTV) users to make up about 60% of the population by 2022 according to eMarketer, marketers need to analyse where CTV fits in their budgets.
The author recommends understanding the key differentiators between a CTV user and a linear TV user and targeting them accordingly. This analysis could help advertisers understand the various platforms available, and also the budget they need to allocate for this effort.
They point out that targeting millennials could mean high engagement rates, opening up advertising opportunities for marketers.
[5 minute read; article may be behind a paywall]