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Our take: tvScientific's CPO model aims to make CTV a top choice for performance advertisers by overcoming traditional TV ad limitations and potentially shifting nearly $200 billion in US performance ad spend to CTV. The new model could make CTV advertising more attractive to digital marketers by focusing on outcomes like sales lift instead of traditional reach and frequency metrics.

This year, CTV ad spending in the US is projected to hit $25.09 billion鈥攗p from $20.69 billion in 2022, according to Insider Intelligence. As expected, advertisers are building these budgets with resources from other ad buckets, with most of the re-allocated money coming from linear TV.

Currently, less than half of US households subscribe to traditional pay TV, while the number of CTV households has reached 113.1 million (85.3% of the population). In fact, by 2024, eMarketer expects CTV households in the US to more than double traditional pay TV households. Viewers are also spending more time with CTV than ever before.

When did each state join the US? I won't go through them all because Stuart will be furious. He runs the team. Yory, do you know the youngest US state, states, I should say? Yory Wurmser (01:16):. Well, it's going to be Hawaii, I think as the youngest, and Alaska is right before it. Marcus (01:21):. Yeah. Pretty much neck and neck.

Our take: The upcoming US presidential election, along with recent legal developments, makes the outcome of the click-to-cancel rule uncertain. The US Supreme Court recently overturned Chevron Deference, significantly weakening regulatory agencies like the FTC.

To investigate the areas where CTV can improve, MNTN and Marketing Brew surveyed US marketers to see how they feel about the CTV industry at large. The 鈥淢arketing Brew x MNTN Jumpstart Survey鈥� found that there are many marketers who are already successfully advertising on CTV. In fact, 50% of marketers surveyed said they believe CTV advertising is currently effective. The main CTV pain points.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.

Zoom out: The rise of FAST channels has been a notable US trend as rising costs of subscription-based services lead consumers to alternatives. Services like Amazon's Freevee, Pluto, Tubi, and Roku have all experienced significant growth, making the Google TV network a timely addition for advertisers seeking to capitalize on this shift.

The average US adult spends about 32 hours each week with TV during warmer months and an additional two to three hours per week when the weather gets colder, according to Nielsen data. While total TV usage is only up slightly overall, the portion dedicated to content accessed via CTV continues to grow.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

FAST is a fast-growing segment used by nearly one-third of the US population, with the number of viewers due to climb to 125.5 million by 2028, per our forecast, as time spent with services like Paramount鈥檚 Pluto, Fox鈥檚 Tubi, and Freevee increases. Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues.

Even premium TV brands like LG are now showing ads on screensavers, joining other video platforms in monetizing this idle screen real estate. But will these ads actually move the needle for advertisers?

Prime Video's default ad-supported offering for 97.2 million US households and its competitive pricing drove significant revenue growth. Ads personalized according to extensive shopper data give Amazon a competitive edge over traditional networks and other streaming platforms. And unlike its competitors, Amazon ties ads to product sales, offering a unique value proposition to advertisers.

It looks like the days of status quo upfronts are behind us. This year, the upfronts and NewFronts were rocked by a writers strike, currency fragmentation, and an unstable economy. And with streaming quickly taking the lead in TV land, many advertisers are taking advantage of the flexibility of connected TV (CTV) rather than committing all their ad dollars to linear.

The company credited the addition of 1.9 million net accounts with Roku TV licensing programs in the US and abroad. Streaming hours were 25.1 billion, up 4.4 billion and more than 50% YoY. Nielsen reported that The Roku Channel surpassed 1% of total US TV viewing in May, achieving that feat for the first time.

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.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

Speaking of which: A number of attendees asked us if Google might delay the deprecation of third-party cookies again and if the industry is ready. Our answers: Don鈥檛 count on it, and some players are but some are quite behind. With companies making big bets on CDP investments, marketers swapped notes on how to maximize these data platforms in the years to come. Retail media:.

Netflix exceeds Q1 forecasts with strong earnings and subscriber growth: Shifts reporting focus from subscriber numbers to revenue and engagement starting 2025.

Prime Video's ad tier launches amidst skepticism: Amazon's strategic incentives aim to reshape streaming advertising despite market challenges.

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.

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.

Netflix plans a US launch by the end of next year鈥檚 second quarter and a global rollout by the end of 2025. But wait, there鈥檚 more: Netflix also announced its ad-supported tier has reached 40 million active monthly users, nearly doubling from the 23 million reported in January. Why it matters: Netflix is out to deepen its fortunes in the lucrative digital ad sector.

In just the past five years, the number of households in the US that get their TV content from an internet connection has increased by more than 210% according to Nielsen TV measurement data.

In an August 2023 survey, CivicScience asked US adults what they鈥檇 watch if their favorite TV shows didn鈥檛 return with new episodes in the fall, 45% said reruns. This means that even with less content being released, audiences will still be streaming, whether they鈥檙e catching up on their watch lists or revisiting comfortable classics.