target audience: TECH SUPPLIER Publication date: Aug 2024 - Document type: IDC Survey - Doc Document number: # US52085524
The CTV Advertising Landscape: Trends, Challenges, and Priorities
Content
- 33 slides
Get More
When you purchase this document, the purchase price can be applied to the cost of an annual subscription, giving you access to more research for your investment.
Related Links
Abstract
This IDC Survey provides an updated overview of the connected TV (CTV) advertising landscape and offers a comprehensive overview based on responses from 107 participants. Respondents were based in the United States and have line-of-business responsibilities (i.e., IT roles excluded).
The survey examines various facets of CTV advertising, including advertising media and budget allocation, vendor preferences/criteria, and platform feature priorities that are shaping the current CTV advertising landscape.
The survey reveals new opportunities and challenges for adtech vendors and brands in the CTV advertising sector. Pointing to a potential slowdown in the CTV market, the study highlights a potential gap in market understanding/appreciation of CTV's unique and increasingly essential capabilities.