Dive Brief:
- Connected TV (CTV) significantly extends the reach of advertising over standard ad experiences, according to a new study by the Association of National Advertisers (ANA) and analytics firm Innovid shared with Marketing Dive. The groups also found that CTV boosts interactivity with viewers and increases earned time, or the additional exposure that advertisers receive in the media without having to pay for it.
- “The State of Connected TV Report 2020” found that CTV reaches cord-cutters and cord-nevers who rely on over-the-top (OTT) and streaming platforms for programming, helping to extend the reach of linear TV campaigns in key dayparts. Thirty percent of CTV impressions happened during the traditional primetime daypart (7 p.m.-11 p.m.), compared with about 23% for linear TV, per the study.
- The study of 60 million interactive impressions included brands across a number of categories, such as Anheuser-Busch, Arby’s, ATT Business, Bank of America, Brandman University, General Motors, Johnson
Article source: https://www.marketingdive.com/news/ctv-extends-audience-reach-while-boosting-engagement-study-says/570546/
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