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But pharma marketers are also devoting more of their advertising budgets to digital channels such as CTV and search engines. The final word: When drugmakers advertise directly to consumers, they hope to raise awareness of their treatments and nudge patients to ask their doctor or pharmacist about the ads. Yet measuring the effectiveness of ad campaigns can be difficult for pharma advertisers.

While overall spend is still growing, brands are beginning to demand more from their investments鈥攁nd are willing to seek out new partners if it means access to fast-growing channels like social commerce, CTV, and in-store. Brands expect to nearly double the average number of RMNs they work with by 2025 to 11, up from 6 at the end of 2024, per Skai鈥檚 2025 State of Retail Media report.

As connected TV (CTV), streaming video services, and social video take off, video advertising has increased rapidly and will grow 20.8% YoY in 2024 to reach $108.15 billion. Most industries that are digital laggards spend heavily on TV and are in the midst of shifting their budgets to digital video.

鈥淔ragmentation creates a headache in determining meaningful performance. That puts a lot of weight in the trust of the attribution models across all of your CTV ad buys,鈥� Erik Gray, director of product analytics at MNTN, said at our recent 蘑菇AV Summit. But with a growing market, with more streaming channels and viewers, comes more opportunity to reach the right audience. Here are three ways to boost the success of your CTV ad campaigns amid fragmentation.

The full funnel: DoorDash has teamed up with The Trade Desk in an effort to help advertisers deliver more relevant campaigns across display, mobile, streaming audio, and connected TV (CTV), as well as achieve closed-loop measurement.

Our Industry KPI data highlights an opportunity for CTV ads: Scrollable ads outperform other CTV formats due to their accessible, uncomplicated nature.

The news: Nielsen received Media Ratings Council (MRC) accreditation for Big Data + Panel, its measurement solution that combines first-party data from connected TVs and streaming services with its staple panel methodology. The approval positions Nielsen to better compete with companies like iSpot and VideoAmp that are hoping to chip away at its market share.

US digital ad spend will cross $300 billion for the first time this year, per our March 2024 forecast. That鈥檚 good news for advertisers, but it also means it鈥檚 harder to stand out. While exposing consumers to a brand multiple times across channels is vital to brand awareness, hitting consumers with the same creative over and over again or bombarding them with emails and text messages can hurt marketing impact. Here are five key stats on marketing fatigue across connected TV (CTV), email, and messaging.

CTV is not immune to cookie deprecation.

Smart TVs are used by 61.9% of US connected TV (CTV) households, making them the top CTV device by far, per Comscore CTV Intelligence. In second and third place are Amazon Fire TV (29.1%) and Roku (28.4%), respectively.

Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they鈥檙e maximizing ad value by thinking of CTV differently, experts suggested at last week鈥檚 Advertising Week New York.

Chip maker NVIDIA last week launched a pre-roll ad product for cloud gaming that makes video game advertising look a lot more like connected TV (CTV).

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Retail media and connected TV (CTV) are like peanut butter and chocolate, Danielle DeLauro, executive vice president at the Video Advertising Bureau, said at Advertising Week New York last week. 鈥淭ogether, there鈥檚 nothing better.鈥�

For the past few years, some of the biggest names in ad tech鈥擳he Trade Desk, PubMatic, Magnite鈥攈ave held onto CTV as a shiny growth narrative. Although investors鈥� enthusiasm seems to have started subsiding, CTV does represent a massive long-term opportunity for ad tech stakeholders. In the near term, a good deal of programmatic CTV ad dollars will transact directly with platforms that are still committed to keeping their content and data behind garden walls.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

On today's episode, we discuss whether watching TV with other people ruins the potential of targeted connected TV (CTV) ads, who's winning the CTV advertising race, and how CTV stacks up against traditional TV ad spending. "In Other News," we talk about Netflix's road map for video games and what to make of its 1 million user milestone for its ad tier. Tune in to the discussion with our analyst Paul Verna.

US adults will spend an average of 230.3 minutes per day on mobile in 2023, according to our forecast. While they will spend less time with connected TV (CTV), at 114.9 minutes per day, the gap between CTV and mobile is shrinking.

In the US, 77% of TV-owning households had a smart TV as of Q1 2023, according to Hub Research. Connected TVs, which include smart TVs, streaming sticks, and other devices, will be used in 115.1 million households next year, more than double the number of traditional pay TV households, according to our forecast.