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Connected TV (CTV)鈥檚 digital DNA and ability to target specific audiences has catapulted its popularity among advertisers. Learn why a wide variety of advertisers, including direct-to-consumer brands, are using CTV ads to reach streaming viewers and drive measurable results.

On today's podcast episode, we discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

While marketers still view TV as a unique brand-building vehicle, they鈥檙e also coming to understand the possibilities that connected TV (CTV) offers. In fact, 52% of marketers currently use CTV for performance marketing with the aim of generating measurable web visits, conversions, and revenues, according to MNTN research.

Connected TV (CTV) advertising has evolved from a brand-new way to reach consumers into one of the fastest growing ad channels, but it hasn鈥檛 been without growing pains. Learn what CTV features marketers expect will improve in the next one to three years, according to new research from MNTN.

Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.

Linear upfront spending is expected to remain flat for the foreseeable future, but marketers are increasingly turning to connected TV (CTV), with advertisers projected to spend more than $8 billion on CTV ads at this year鈥檚 upfronts and NewFronts.

Connected TV (CTV) technology is advancing by leaps and bounds, which is enabling advertisers to better target audiences, measure outcomes, and implement performance marketing strategies. Read how CTV is transforming streaming and advertising at large, including linear TV and social media.

Connected TV (CTV)鈥檚 growth in reach and audience make it an ideal channel for marketers who want their campaigns to be impactful. Going forward, programmatic ad buying is expected to continue making CTV the perfect performance marketing opportunity.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

tvScientific aims to make CTV a performance marketing channel: The CPO model integrates with affiliate platforms, offering advertisers a low-risk, high-reward option.

Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works鈥攁nd what doesn鈥檛.

A guide to everything seen (and overheard) at POSSIBLE to help you determine if it's worth putting in your 2025 budget.

Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).

Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.

Black consumers find advertisements more helpful than the general population. But Black consumers also feel advertisers aren鈥檛 always genuine when incorporating cultural diversity into their campaigns.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

They don't really make it very easy to understand who they're sharing with, why they're sharing it, the frequency, like what's the relationship, because people have tried this in the past with managing your cookies, giving you a screen so that you can, like a dashboard that you can control who your bank and share your information with seems over the top and kind of extra, like too complicated.

DirecTV wants a piece of the post-Venu streaming world: The pay TV provider is repositioning itself, but pricing could be a hurdle.

Key stat: US OTT video subscription revenues (excluding virtual multichannel video programming distributors) will be nearly two times higher than CTV ad revenues this year, according to our March 2024 forecast. What it means: Streaming is still a subscription-based business, especially for Netflix, which relies more on subscriptions than any other streaming service that sells advertising.

Retail media networks (RMNs) have a lot of data and a healthy amount of inventory. But selling on-site inventory to advertisers can be complicated. Connecting retail media data with off-site ads on places like social networks and connected TV (CTV) is even more complicated. RMNs can鈥檛 do everything related to selling and serving ads on their own, especially if they want to capitalize on off-site placements.

Mexico will be the region鈥檚 most highly penetrated sub OTT market. It became the first country in Latin America to surpass the 50% threshold last year, and 53.7% of internet users will watch sub OTT content this year. Brazil won鈥檛 reach this milestone until 2025.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.