The ongoing streaming boom ane changing viewer consumption habits have prompted brands marketers to spend more ad dollars on CTV and revamp their TV advertising throgh a digital lens.
To better understand where the industry stands in its CTV advertising journey, Innovid and Digiday surveyed more than 100 brand marketers and agency executives in April 2021.
Here's a snapchot of when and why they began investing in CTV, how they are measuring success, ad performance challenges they are tackling and how CTV fits into their omni-channel strategy.
