A study from ANA and Innovid said the proportion of households expected to cut traditional cable mediums will increase by 44%.
The report states that many American households are embracing connected TV (CTV) and the market is expected to rise by 82% by 2023. According to the study, brands should utilise streamed content delivered via over-the-top devices to increase reach for linear TV campaigns.
Further, CTV devices with enhanced interactivity and higher levels of engagements are expected to enhance advertiser revenue from each viewer’s time. The wider reach provided by CTV can help advertisers increase ad exposures to “cord-cutters and cord-nevers during influential days”.
Brands should balance education, action, creative and CTAs to attract and engage users. The report analysed 60 million interactive CTV impressions across 17 brand marketers.
[2 minute read]