--- title: Why Your Streaming TV Strategy Might Be Failing, And How to Fix It description: This report discusses three ways Connected TV advertising has failed to live up to its promises, plus how performance marketers can fix it. image: https://blog.marketingarchitects.com/hubfs/2023-12_Streaming-Whitepaper.webp --- [![MA_Horizontal_RGB_4-19-19 copy](https://blog.marketingarchitects.com/hs-fs/hubfs/MA_Horizontal_RGB_4-19-19%20copy.png?width=147&height=32&name=MA_Horizontal_RGB_4-19-19%20copy.png "MA_Horizontal_RGB_4-19-19 copy")](http://www.marketingarchitects.com/) - platforms - [strategy](https://www.marketingarchitects.com/platforms/strategy) - [media](https://www.marketingarchitects.com/platforms/media) - [creative](https://www.marketingarchitects.com/platforms/creative) - [conversion](https://www.marketingarchitects.com/platforms/conversion) - [analytics](https://www.marketingarchitects.com/platforms/analytics) - [blog](https://blog.marketingarchitects.com/blog) [contact us](https://www.marketingarchitects.com/contact-us) - [client login](http://www.mymainsight.com) - [Business Strategy (96)](https://blog.marketingarchitects.com/blog/topic/business-strategy) - [Conversion Tech (10)](https://blog.marketingarchitects.com/blog/topic/conversion-tech) - [Creative Strategy (13)](https://blog.marketingarchitects.com/blog/topic/creative-strategy) - [Media Buying (34)](https://blog.marketingarchitects.com/blog/topic/media-buying) - [News (49)](https://blog.marketingarchitects.com/blog/topic/news) - [Newsletter (174)](https://blog.marketingarchitects.com/blog/topic/newsletter) - [TV Attribution (11)](https://blog.marketingarchitects.com/blog/topic/tv-attribution) - [Media Buying](https://blog.marketingarchitects.com/blog/topic/media-buying) - [Business Strategy](https://blog.marketingarchitects.com/blog/topic/business-strategy) [Read More →](https://blog.marketingarchitects.com/blog/why-your-streaming-tv-strategy-might-be-failing) ## [What Cannes 2026 means for your strategy.](https://blog.marketingarchitects.com/blog/what-cannes-2026-means-for-your-strategy) Our media team just got back from Cannes, and we asked them to help us separate the real signals from the award-show hype. This week, we're covering what's worth acting on, from AI's new rol... - [![](https://blog.marketingarchitects.com/hubfs/FaceBook.png)](https://www.facebook.com/sharer/sharer.php?u=https://blog.marketingarchitects.com/blog/why-your-streaming-tv-strategy-might-be-failing&title=Why%20Your%20Streaming%20TV%20Strategy%20Might%20Be%20Failing,%20And%20How%20to%20Fix%20It&picture=https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/2023-12_Streaming-Whitepaper.webp&description=This%20report%20discusses%20three%20ways%20Connected%20TV%20advertising%20has%20failed%20to%20live%20up%20to%20its%20promises,%20plus%20how%20performance%20marketers%20can%20fix%20it.) - [![](https://blog.marketingarchitects.com/hubfs/Twiiter.png)](https://twitter.com/intent/tweet?source=https://blog.marketingarchitects.com/blog/why-your-streaming-tv-strategy-might-be-failing&text=Why%20Your%20Streaming%20TV%20Strategy%20Might%20Be%20Failing,%20And%20How%20to%20Fix%20It&url=https://blog.marketingarchitects.com/blog/why-your-streaming-tv-strategy-might-be-failing&via=markarch) - [![](https://blog.marketingarchitects.com/hubfs/LinkedIn.png)](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.marketingarchitects.com/blog/why-your-streaming-tv-strategy-might-be-failing&title=Why%20Your%20Streaming%20TV%20Strategy%20Might%20Be%20Failing,%20And%20How%20to%20Fix%20It&summary=This%20report%20discusses%20three%20ways%20Connected%20TV%20advertising%20has%20failed%20to%20live%20up%20to%20its%20promises,%20plus%20how%20performance%20marketers%20can%20fix%20it.) - [![](https://blog.marketingarchitects.com/hubfs/email.png)](mailto:someone@example.com?Subject=Why%20Your%20Streaming%20TV%20Strategy%20Might%20Be%20Failing,%20And%20How%20to%20Fix%20It&body=This%20report%20discusses%20three%20ways%20Connected%20TV%20advertising%20has%20failed%20to%20live%20up%20to%20its%20promises,%20plus%20how%20performance%20marketers%20can%20fix%20it.%20https://blog.marketingarchitects.com/blog/why-your-streaming-tv-strategy-might-be-failing) [All Posts](https://blog.marketingarchitects.com/blog) # Why Your Streaming TV Strategy Might Be Failing, And How to Fix It - [Tweet](https://twitter.com/share) Each year, streaming claims a larger portion of TV viewership. Today, 4 in 5 US households have a [video subscription service](https://www.kantar.com/north-america/inspiration/technology/85-per-cent-of-us-households-have-a-video-subscription-service). Over half have a smart TV they use regularly. And [39% of total TV viewing time](https://www.nielsen.com/insights/2023/streaming-grabs-a-record-38-7-of-total-tv-usage-in-july-with-acquired-titles-outpacing-new-originals/) takes place on [streaming TV](https://www.marketingarchitects.com/blog/v2n3-streaming-vs-digital-video). So it's no surprise that [84% of global marketers](https://www.nielsen.com/insights/2023/getting-ahead-of-the-media-measurement-curve-in-a-streaming-first-landscape/) 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: This browser does not support PDFs. Please download the PDF to view it: [Download PDF](https://blog.marketingarchitects.com/hubfs/Marketing%20Content%20(2023)/Whitepaper%20and%20Book%20Content/White%20Paper%20Why%20Your%20Streaming%20TV%20Strategy%20Might%20Be%20Failing.pdf). 1. **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. 2. [Targeting](https://www.marketingarchitects.com/blog/how-to-target-your-audience-on-ctv)**, but not** [hypertargeting](https://www.marketingarchitects.com/blog/if-your-next-big-move-in-your-marketing-strategy-is-hyper-targeting-you-need-a-bigger-move)**. **One-to-one IP targeting isn't streaming advertisers' only option. Explore alternatives like contextual and device targeting for greater impact at less cost. 3. **Augmenting people with technology. **The TV landscape is more complex than it's ever been, meaning technology plays an increasingly crucial role. 4. **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.   [Download the full report](https://blog.marketingarchitects.com/hubfs/Marketing%20Content%20(2023)/Whitepaper%20and%20Book%20Content/White%20Paper%20Why%20Your%20Streaming%20TV%20Strategy%20Might%20Be%20Failing.pdf). ![The Marketing Architects Team](https://blog.marketingarchitects.com/hubfs/MALogo-Mobius-Blue-RGB-1.png) ###### The Marketing Architects Team Curated by our leaders, creatives, analysts, designers, media buyers and more at Marketing Architects. ### Stay in the loop - get our content delivered to your inbox ## Related Posts ## [Marketing Architects Improves Streaming TV Targeting](https://blog.marketingarchitects.com/blog/marketing-architects-improves-streaming-tv-targeting-with-new-hyperlocal-capabilities) Marketing Architects adds hyperlocal targetingcapabilities to enhance streaming TV campaigns for retail c... ## [How to Craft a Cost-Effective CTV Advertising Strategy](https://blog.marketingarchitects.com/blog/how-to-craft-a-cost-effective-ctv-advertising-strategy) Today, 39% of total TV viewing time takes place on streaming TV. More than 4 in 5 US households have a vi... ## [Streaming TV vs Digital Video](https://blog.marketingarchitects.com/blog/v2n3-streaming-vs-digital-video) A question for you... 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