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
VP of Marketing
Rob DeMars
Chief Product Architect
Angela Voss
CEO
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.
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
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