Television audiences are evolving, and broad-reach advertising from linear TV does not have the same impact it once did. In 2023, CTV penetration reached an all-time high, with 88% of households having at least one CTV device.
But brands are still underutilizing CTV as an advertising channel, missing a wealth of opportunity, data and targeting capabilities to reach audiences.
This ROI Genome Flash report highlights the impact CTV advertising can have and how to take full advantage.
