TVsion：2023年上半年智能电视大屏（CTV）广告状况报告（中译版）（20页）.pdf

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1、The State of CTV Advertising H1 2023In the last decade,the advent of streaming introduced a whole new way of watching television and movies.Subscription-based environments proliferated,and advertisers were mostly on the sideline.Technology innovators,not entertainment industry insiders,including Net

2、flix,Amazon and Apple led the charge.Legacy television companies jumped on board the subscription-first model.But with new economic realities and household reach for CTV settling to a constant at approximately 82-84%of all households over the last few years,the streaming industry must pivot to find

3、new revenue.With most time spent viewing now taking place in apps with ad-supported models,its clear that subscription-only is out and ad-supported CTV is here to stay.But that does not mean advertising will be done the same way it has been bought and sold on linear TV.With access to more granular i

4、nsights about CTV audience engagement,viewer attention and in-room presence,the opportunity exists for advertisers to engage much more effectively with CTV audiences.As investments in CTV advertising balloon,media buyers and sellers need answers to important questions:How can I optimize my CTV perfo

5、rmance?How can I use viewer attention and presence to identify valuable impressions?How are my competitors finding and engaging with viewers on CTV?Which apps are delivering the best value?These are questions TVision answers every day for our partners.We provide universal measurement standards that

6、accurately reflect the way people are watching video.In this deep dive into the CTV land-scape,were pleased to offer insight for all marketers to leverage.The State of CTV Advertising H1 2023 Report 238%77%INCREASE IN SHARE OFTIME SPENT ON AD SUPPORTED APPS FROM H2 2022 TO H1 2023PREMIUM APPS ARE 77