Each year, streaming claims a larger portion of TV viewership. Today, 4 in 5 US households have a video subscription service. Over half have a smart TV they use regularly. And 39% of total TV viewing time takes place on streaming TV.
So it's no surprise that 84% of global marketers said they planned to include streaming in their media mix in 2023. Or that CTV ad spend will reach an impressive $25 billion in ad revenue by the end of the year.
But there's a problem. Hidden tech fees, inaccurate targeting, and unstandardized measurement practices make driving performance results on the channel a challenge. The good news? Marketers can fix these problems by:
- Adopting an 'everything works at zero' approach. Low-cost media inventory has far greater potential to drive performance. Reduce your upfront cost by taking a strategic media buying approach.
- Targeting, but not hypertargeting. One-to-one IP targeting isn't streaming advertisers' only option. Explore alternatives like contextual and device targeting for greater impact at less cost.
- Augmenting people with technology. The TV landscape is more complex than it's ever been, meaning technology plays an increasingly crucial role.
- Verifying results with multiple measurement models. Don't rely on one metric to determine success. Embrace a multifaceted attribution approach to gauge a campaign's impact.
