With more than 87% of US households owning a Connected TV device (Leichtman Research), the traditional TV viewership model is swiftly getting into History as consumers flock to affordable ad-supported streaming services.
Despite the shift in consumption, the majority of advertising dollars are still being allocated to traditional TV, particularly in Europe and the US. However, studies show that TV advertising lags behind digital in terms of ROI.
It’s key (and time!) for brands and marketers to develop an overall Connected TV strategy that resonates with their target audiences. Investing in this type of connection and understanding how to leverage it will provide both scalable viewer attention and performance results.