Connected TV is on the up-and-up, and the industry is taking notice. There’s been a surge in the volume of research papers and surveys to determine the efficacy of CTV advertising, and Magnetic (like most) has been staying atop the info.
There are some pretty informative and compelling pieces out there, but our recent favorite is the study published by the IAB: The Changing TV Experience (2017).
The 32-pager is definitely worth a read, but if a Cliff Notes version better suits your schedule, here are 3 key themes from the paper that every marketer should be aware of:
CONNECTED TV HAS REACHED THE MAINSTREAM
PEOPLE PREFER THE CONNECTED TV AD EXPERIENCE
MULTITASKING FAVORS CTV AD EFFICACY
Still getting up to speed on CTV? Visit our connected TV page to learn more about why advertisers are embracing connected TV.
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