Is 2024 the Year of CTV?

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Episode 42

Is 2024 the Year of CTV?

Last year, CTV ad spend reached a record high of $25 billion, and it’s only continuing to grow. A survey by the IAB found marketers plan to increase CTV spending by 14.5% in 2024—more than any other channel.

This week, Elena, Angela, and Rob are joined by VP Media Catherine Walstad to review everything marketers should know about the potential and pitfalls of Connected TV in the upcoming year. Together, they highlight misconceptions about the rise of CTV and explore tactical steps advertisers can take to optimize ad spend, targeting, and attribution for their streaming campaigns.

Topics Covered

• [01:00] Streaming and CTV Ad Spend in 2024

• [04:30] The future of TV advertising

• [06:30] CTV’s targeting challenges

• [09:30] Linear vs streaming TV prices

• [12:00] What’s wrong with CTV measurement?

• [15:00] The opportunity for testing creative in CTV

• [23:00] How to drive CTV results for performance marketers

Resources:

2023 eMarketer Report

2023 IAB Report

Today's Hosts

Elena Hengel image

Elena Hengel

VP of Marketing

Rob DeMars image

Rob DeMars

Chief Product Architect

Angela Voss image

Angela Voss

CEO

Catherine Walstad image

Catherine Walstad

VP Media

Episode 42

Is 2024 the Year of CTV?

Last year, CTV ad spend reached a record high of $25 billion, and it’s only continuing to grow. A survey by the IAB found marketers plan to increase CTV spending by 14.5% in 2024—more than any other channel.

Is 2024 the Year of CTV?

This week, Elena, Angela, and Rob are joined by VP Media Catherine Walstad to review everything marketers should know about the potential and pitfalls of Connected TV in the upcoming year. Together, they highlight misconceptions about the rise of CTV and explore tactical steps advertisers can take to optimize ad spend, targeting, and attribution for their streaming campaigns.

Topics Covered

• [01:00] Streaming and CTV Ad Spend in 2024

• [04:30] The future of TV advertising

• [06:30] CTV’s targeting challenges

• [09:30] Linear vs streaming TV prices

• [12:00] What’s wrong with CTV measurement?

• [15:00] The opportunity for testing creative in CTV

• [23:00] How to drive CTV results for performance marketers

Resources:

2023 eMarketer Report

2023 IAB Report

Today's Hosts

Elena Hengel

VP of Marketing

Rob DeMars

Chief Product Architect

Angela Voss

CEO

Catherine Walstad

VP Media

Subscribe on

Enjoy this episode? Leave us a review.

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