mnyn：营销人员如何应对电视广告复兴报告（英文版）（17页）.pdf

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1、1 How marketers are approaching the TV ad renaissanceCONNECTED TVWHATS IN THIS REPORT2 Executive SummaryIts been many years now since the first obituaries were written for television advertising.It seems they were premature.While budgets have undoubtedly become more digitally-focused,so too has TV,w

2、hich is experiencing its renaissance through the rise of Connected TV.TV,in fact,could more accurately be described as having been in transition,rather than decline.But what exactly is CTV?It is,after all,a term that is often misunderstood.According to performance marketing platform MNTN,it is telev

3、ision content accessed by apps and streamed over smart TVs or a connected OTT device.At its core,CTV is on-demand TV.And its on the rise.CTV viewership surpassed cable for the first time in 2022,with almost nine out of 10 US TV households now owning at least one Connected TV.Furthermore,a shift in v

4、iewing preferences has taken place.As economic pressures bite,and more households cut cords,73%of viewers now prefer to watch free,ad-supported content rather than pay for ad-free content.As linear TV ad spend continues to fall,dollars allocated to CTV and the tech-driven opportunities and outcomes

5、it creates,are steadily climbing.By 2025,CTV ad revenues are forecast to be more than half that of linear TV,a remarkable development given the relative infancy of CTV.It is a channel that has become attractive to marketers on several fronts,the ability for advanced targeting among them.But more tha

6、n that,CTV is building a bridge between two worlds.Not only does it enable marketers to reach and engage with specific audiences,it can simultaneously deliver the high-impact brand presence historically associated with linear TV.The old“performance versus brand”argument is becoming moot on CTV,the t