Brands often allocate significant portions of their budget to video for good reason – they’re effective, can impact buying decisions in multiple ways, and can be measured with the right analytic approach. As digital channels have evolved, traditional linear TV video advertising has been chipped away, with significant portions of advertising spend moving to digital marketing channels like Facebook, Google and Amazon. Still, brands are missing a huge opportunity – Analytic Partners’ ROI Genome shows that Streaming TV is massively underutilized, leaving millions of dollars of lost sales opportunities on the table.
Also known as Connected TV (CTV), streaming TV services such as Disney+, Hulu and Netflix have taken an increasingly dominant position in the consumer television market. They sit among Streaming TV platforms such as Roku, but without corresponding growth in streaming video advertising spend. Our research shows that spend on CTV has a massive 30% stronger return on investment than other advertising spend. And with ad-supported streaming services evolving to replace or supplement their subscription models, now is the time to grab this opportunity.