Key stat: Cyber Monday ads on free, ad-supported TV (FAST) channels outperformed Black Friday ads in visit rates, conversion rates, and return on ad spend (ROAS), according to Keynes Digital. Compared to Black Friday, Cyber Monday saw a 43% increase in visit rates, a 54% boost in conversion rates, and an 80% rise in ROAS.
Market leader Amazon is doubling down on ad-supported CTV through its sports licensing strategy, which includes exclusive rights to the NFL鈥檚 Thursday Night Football franchise. Other retailers, like Kroger, are stretching their media networks into the CTV space through partnerships with the likes of Roku. Expect more of this. The potential for closed-loop attribution.