Over half of TV time now goes to streaming, pushing ad budgets into CTV. But challenges remain. UM’s chief investment officer Marcy Greenberger explores where the medium shines – and where it must evolve to reach its full potential.
On paper, CTV should outperform nearly every other channel. It combines the power of sight, sound and motion with lighter ad loads, non-skippable inventory and interactive formats that can drive engagement and even commerce. It offers the potential to unite brand-building with performance in a way that few other channels can match.
Yet some advertisers are finding that, while CTV has enormous potential, there are still hurdles to overcome before it can fully deliver on that promise. As with other burgeoning areas of advertising, such as retail media, these hurdles largely refer to cost and measurement.
These issues matter. As more viewers spend time with streaming platforms, changes are needed to ensure CTV reaches its full potential as a true growth engine for brands.
Read more in The Drum.