Digiday：2023年聯(lián)網(wǎng)電視報告

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ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

01

Televisionhasbecomeafully

interconnected,wide-openspace

foraudiences,withtheverynatureofsight,soundandmotiononascreennowmultifacetedanddistributableacrossanynumberofdevices.

Audiences’underlyingconceptsof

whatTVcomprisesinthefirstplace

havebeenradicallytransformedbythetechnologytheyusedaily.

Inthemidstofthistransformation,

whenitcomestoadvertisers,

connectedTVhasbeenaprimary

forcedrivingthischange,alteringthemarketinglandscapeofvideocontentandfusingrobustperformancemetricswiththelongstandingvalueofbrandawarenessthattelevisionhasalwaysprovided.

“2023hasseenconnectedTVreach

newheights—recordadspendand

adoptionhaveseenitentrenchitselfasamainstayforperformancemarketers,”

saidAliHaeri,vicepresidentof

marketingatMNTN.“Aswelooktoward2024,weexpectmoreofthesameasthechannel’sperformancecapabilitiescomefurtherintofocus.It’ssafetosayTVadvertisinghasbeentransformedforever.”

InthisnewStateoftheIndustryreport,ModernRetail,DigidayandMNTN

explorehowadvertisersaresetting

goalsforCTVinthesecondhalfoftheyear,whatrevenueandbudgetlook

likearoundconnectedTVchannels—nowandintheyeartocome—and

whichformatsandteamstructuresareinplayastheydeployandoptimize

TVteams.Beyondthat,we’lladdressthechangingnaturesofchallenges,

includinginventoryfragmentationandcosts,andhowpartnershipscontinuetooccupyacentralplaceinthe

successofCTVadvertisingteams.

CTVcreativeacrosschannels.

Atthecenterofthisthirdinstallment

inourannualstate-ofseriesisanew

surveyofmorethan100brandsand

agencies.Whattheytoldushighlights

theevolutionofCTV—fromthebuzz-

heavydaysof2020and2021intoan

establishedandpowerfullyintegrated

partoftheeverydayadvertisingmix.

Inthefollowingsections,we’ll

unpackhowbudgetsandrevenue

expectationsarestabilizingand

howthatintegrationsuggestsa

steadycadenceofspendnowand

inthefuture(evenwheneconomic

uncertaintiesareinplay).This

reportalsoshowshowbrandand

performanceteams—andmetrics

—areconverging,spotlightinghow

risingchannelssuchasRMNsand

dramaticallyadvancingtechnology

suchasgenerativeAIarereshaping

go-to-marketstrategiesforconnected

What’sinthisreport?

HowCTVhascometooccupyanestablishedandintegratedroleintheadvertisingmix

WhatadvertisersexpectCTVwilldriveregardingrevenuein2023and2024

Howperformanceandbrand

teamsaretacklingCTV

advertisingmanagementand

measurement

WhyRMNsareplayinganewandpowerfulroleinCTVstrategies

WhattheriseofgenerativeAI

meansforCTVadcreative

Howchallengesarechanging:

fromfragmentationtoscale,

engagementandcost

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ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

02

In2023,CTVoccupiesan

increasinglyintegratedroleintheadvertisingmix

TheintenseearlyfocusonCTVisnowshowingsignsofsettlingintoanestablishedandintegratedplaceinthemarketingmix.OftherespondentswhotoldusCTV

waspartoftheirstrategiesin2023,acombined76%saidCTVwasmoderatelytoverysignificanttotheiradvertisingprograms.

Q.HowsignificantaroledoesCTVplayinyouradvertisingmix?

Verysignificant:36%

Moderatelysignificant:40%

Notverysignificant:24%

Theirpositionisborneoutbybrandsandagenciesidentifyingopportunities

—evennichestrategicadvantages—intheCTVspace.Forexample,the

companyAdamandEveleanedonthetargetingcapabilitiesofconnectedTVandstreamingtelevisionadsthroughoutayearthathassofarbeenmarkedbyeconomicuncertainty.

“Ifwewanttocontinuetobeinfrontoftheconsumersthatweneedtobein

frontof,wehavetogowithwheretheeyeballsare,”saidChadDavis,directorofcustomeracquisitionatAdamandEve,inarecentDigidayreportonbrandsturningtovideostreamingtocaptureattentionfromtherightviewers.“Ifwe

findamediathatworksandit’sacquiringcustomersinaveryefficientway,we’llspendmoneyonthatuntilthecowscomehome.Ifitworks,we’llkeepspendingonitandlooktoalwaysgrow.”

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03

ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

CTVisstillprimarilyabrandawarenessgoal;performancegoalsfocusonadrelevanceandtargeting

Twoyearsofindustrywidediscussionabouttheconvergenceofperformancemarketingandbrandmarketinghavesofarresultedinwhatstilllookstobeanemphasisonbrandawarenessforadvertisers.Inoursurvey,55%ofrespondentscitedincreasedbrandawarenessasaprimarygoal.

Q.WhataretheprimarygoalsyourteampursueswithCTVadvertising?Selectallthatapply.

Increasedbrandawareness:55%

Improvedadrelevance:

Preciseaudiencetargeting:

Engagingcreativeformats:

40%

39%

37%

Increasedbrandengagement

(digital/in-store):

Higherconversionrates:

35%

35%

Strongerconnection

betweendigitalandTV:

Increaseinrepeatcustomers:

Comprehensive

measurement/insights:

29%

22%

33%

However,performanceisnotveryfarbehindonthelist.Improvedadrelevance(40%)andpreciseaudiencetargeting(39%)cameinatavirtualtieforsecond

placeamongourrespondents’advertisinggoalsin2023,andensuringengagingcreativeformats(37%),increasedengagement(35%)andhigherconversionrates(35%)cameincloseaswell—thirdandfourthselectionsforprimarygoals.

Thepictureisoneofconvergence.Brandawarenessisastandardwayof

approachingtheTVspace,butperformanceismakinginroadsasadvertisersseetheresultsofattachingconsumeractiontotheirCTVcampaigns.

04

ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

AdvertisersarecountingonCTVforabouthalftheiradrevenue,andbudgetstrackaccordingly

RegardingtherevenuethatCTVgeneratesfortheirorganizations,morethan

one-thirdofourrespondents(35%)expectconnectedTVcampaignstodrive

morethan40%oftheiradvertisingrevenueintheyeartocome.

Q.WhatpercentageofyourrevenuedidCTVadvertisingrepresentin2023,andhowmuchdoyouexpectittorepresentin2024?

20232024

81%–100%12%

11%

61%–80%7%

24%

41%–60%29%

11%

21%–40%17%

19%

1%–20%2%0%8%

Themostsignificantchangebetweenthisyearandnextcomeswiththefront-endofthatrange,inwhichtherespondentsestimateCTVtodrive61%–80oftheiradrevenue;theuptickfrom2023to2024isexpectedtobe17points—to24from7%.

Howadvertisersarebudgetingtocapturetherevenuethey’repredictingthisyearandnexttracksaccordingly.Abouthalf(42%)putmorethan41%ormoreoftheirbudgetintoCTVcampaignsandstrategiesin2023;thepercentageisapproximatelythesamefortheir2024budgetoutlook(45%).

05

ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

Q.WhatpercentageofyourbudgetwasallocatedtorunCTVcampaignsin2023,andhowmuchdoyouexpecttoallocatein2024?

2021202220232024

81%–100%12%

61%–80%14%

20%

12%

20%

41%–60%28%

30%

18%

18%

21%–40%23%33%

1%–20%31%

22%

29%

15%

0%0%

0%

6%

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ThissteadycadenceofCTVspendcomesamidbudgetarychallengesacross

theadvertisingindustry,butthosefactorsappeartobeatemporaryconcernforadvertisersinmid-2023.

“Whileoveralladvertisingspendprojectionsarebeingreviseddowndueto

economicsoftness,CTV—andparticularlyprogrammaticCTV—isconsideredagrowthareafor2023andespeciallyinthesecondhalfoftheyear,”TaliaArnold,managingdirectoratExverusMedia,toldDigidayinarecentarticle.

ProgrammaticbuyingstillrulestheCTVroost

OursurveyrespondentssaidprogrammaticbuysaretheirprimaryconduittoCTVinventory(45%).Thisrepresentsanincreaseof6

pointsfromthe39%whopickedprogrammaticin2022.Some(26%)aresplittingprogrammaticanddirectbuysevenlyintheirstrategy(another6-pointincreasefrom2022),while30%areoperatingonadirect-soldbasisonly—theonlydipbetweenthetwoyears,down9pointsfrom39%.

Meanwhile,externalindicatorsmaywellpointtoashiftintypesof

programmaticspendintheCTVspace—i.e.,towardmoreguaranteedtransactionsandPMPdealsratherthantheopenmarketplace.Ina

recentDigidayarticle,TobyKatcher,vicepresidentofvideoinvestmentatCMIMediaGroup,saidtheguaranteedtransactionsandprivate

marketplacedealsgivethemmoreinventorycontrolandimprovebrandsafetyandadquality.

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ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

Advertisersareprimarily

Amongourrespondents,24%have

mostcommonlycitedmove(66%).

shiftingtheirCTVbudgetfrom

createdadedicatedlineinthebudget

Emailmarketing(43%)wasthesecond

socialandemail

fortheirCTVstrategy(and30%said

theywilldosoin2024).TherestofourrespondentsaremovingallocationfromotheradvertisinglinesintoCTVtokeeptheirstrategiesgoing.

mostcitedlinefromwhichbudget

wasdrawntosupportCTVstrategiesandpaidsearch,digitaldisplayandmobilein-appvirtuallytiedforthirdat32%,29%and22%oftherespondents’choices.

In2023,shiftingbudgetfromsocialmediatoCTVwasourrespondents’

Q.FromwhichadvertisinglinesareyoushiftingallocationtosupportyourCTVstrategy?Selectallthatapply.

Socialmedia:

Emailmarketing:Paidsearch:

Digitaldisplay:

Mobilein-app:

LinearTV:

Audio:

Experiential:

Out-of-home:

Other:

66%

43%

32%

29%

22%

21%

16%

16%

15%

1%

Lookingbacktothe2021Digidayand MNTNreportonthestateofCTV,oneremarkabledifferenceisthatlinearTVwastheprimaryselectionforsourcingCTVbudgetat58%.However,in2023,

itfellto21%.Socialmediaanddisplay

weresecondandthirdpicksforbudget

reallocationtwoyearsago(41%and

34%,respectively).In2021,email

marketingwasseventhonthelist.

AdvertisersexpecttorelylessonotherbudgetlinesforCTVin2024

Amongtherespondentsinoursurveywhoareshiftingbudgetinto

theirCTVlinesfromsocialmedia,email,paidsearch,displayandotherpartsoftheiradvertisingmix,most(54%)arefuelinghalformoreof

theirconnectedTVbudgetfromtheseshiftsin2023.Thatpercentagedips12pointsin2024,withexternalbudgetsanticipatedtosupply42%ofourrespondents’CTVbudgetsoverall.

08

ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

andnewtechentersthepicture

Performanceteamsareadding

Advertisersrelyingsolelyontheir

brand-or-performance-onlysystem

CTVcampaignmanagementto

performanceteams(24%)haveedged

(47%).Relyingonagencies,whether

theirlistsin2023

aheadofthebrandteam(23%)

in2023.Amongourrespondents,

thehybridapproach—brandand

performanceteamsworkingtogether—ismuchlesscommon(27%)thana

brandorperformanceinfocus,tohandletheworkissimilarlyless

common(26%combined)thanin-housesingle-teamapproaches.

Q.Brands:WhatteamisprimarilyresponsibleforCTVmarketing?

In-houseperformance:24%

In-housebrand:

Hybridin-housebrand/performance:

Externalperformanceagency:

Externalbrandagency:

23%

27%

12%

14%

Whathaschangedmostsignificantly

sinceprevioussurveysofouraudienceisouradvertisersincreasedfocuson

thein-houseperformanceteamforCTVcampaignmanagement—up11pointsfromthe13%relyingonperformancein2021.Likewise,thebrandperformance

in-housefocusfellto9%between

thetwoyears.Theshiftisevident;

performanceteamsareincreasingly

onthejobasconnectedTVbecomes

anendemicandpersistentforceinour

respondents’advertisingmix.

Measurementteamstructurescorrelate

withcampaignmanagement

Amongourrespondents,measurementteamdynamicscorrespondcloselytowhatwefoundinthemanagementteamquery.

Advertisersrelyingontheirperformanceteamsfully(24%)tomeasureoutcomeshaveedgedaheadofthosetappingintothebrandteam(22%).Usingahybridapproach—brandandperformanceteams

workingtogether—issimilarlylesscommon(28%)thananinternal-teamsystem(46%combined).ThescenarioappearstobethesameasintheDigidayandMNTN2022reportonadvertisersonCTV

measurementandoptimization—48%werefocusingonlyoninternalteams,and32%wereworkingonahybridmodel.

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AmajorityofadvertisersareleveragingRMNsintheirCTVstrategiesatsignificantlevels

Whereadvertisersaretargetingischangingaswell.Asretailmedianetworkstracedarenewedupwardtrajectoryintoadvertisers’salesandmarketplaceinrecentyears,applyingCTVtacticstoRMNsfollowedsuit.

Nearlythree-quarters(72%)ofsurveyrespondentsin2023saidtheyareleveragingRMNstodriveconnectedTVcampaignresultstoamoderateorverysignificant

level.Amajority(64%)expectretailmedianetworkstoplayamoderatelytoverysignificantroleintheirCTVstrategiesin2024.

Q.TowhatextentdoyourCTVcampaignsleverageretailmedianetworksin2023,andtowhatextentdoyouexpecttheywillleverageRMNsin2024?

.20232024

Verysignificant:29%

28%

Moderatelysignificant:36%26%

Notverysignificant:18%

22%

NotleveragingRMNs:17%

24%

Short-formvideoformatsareessentialin2023,withinteractivityasadominanttheme

Enablingviewerinteractionwithvideoisadominantgoaloursurveyrespondentsareprioritizing.Interactiveadcreative(42%)istherecipeforthesecondmost-

citedformatontheirlistin2023.Similarly,shoppablevideo(viaQRcodes)cameinthirdat34%,withselectiontoolsthatallowtheviewertopicktheadtheywanttowatchnotfarbehindat27%.

Conversionstooksecondplaceonthekeymetricsrundown,fallingto48%in2023from58%in2022.Returnonadspendandaveragecostofsale/CPAcombined

alsodippedinourrespondent’s2023list,down17pointsto22%from39%oneyearago.

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First-partytacticssustainatwo-yearleadforCTVtargeting

Advertisersappeartobemakingplansforthedeathofthecookie.

Forexample,in2021,third-partyandfirst-partydataweretiedfortheroleoftoptargetingresourceat61%.Andthen,in2022,first-partydatapulledaheadto74%against68%citingthird-partyapproaches.

Now,in2023,first-partydatacontinuestobethevanguardapproachforCTV

advertising:morethanhalf(51%)ofoursurveyrespondentssaidsoinoursurvey.Thenewpercentagesshowthird-partydataholdingsecondplace(43%)amongthewaysadvertisersreachtheirtargetaudiencewithconnectedTV.

Q.WhatdataandtacticsareyouusingtoreachtargetaudienceswithCTVadvertisingin2023?Selectallthatapply.

First-partydata:

51%

Third-partydata:

43%

Geolocation:

39%

Retargeting:

29%

Interest-based:

28%

Contextual:

27%

Meanwhile,afamiliartacticalstalwart—geolocationtargeting—haspulled

aheadtoathird-placespot(39%)inthetargeting-datamix.Interest-basedandcontextualtactics,muchclosercontendersin2021(51%and35%,respectively),

occupylessprominentspots—28%and27%in2023.

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ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

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Q.WhichadvertisingformatsarepartofyourCTVstrategy?Selectallthatapply.

15-and/or30-second

TVspots:

49%

Adcreativethatallows

viewerinteraction:

42%

Adswithshoppable

QRcodes:

34%

Adselectorsthat

allowviewerchoice:

27%

Adswithmobile

integrations:

20%

Carouselsfeaturing

product/image/videogalleries:

20%

Meanwhile,whateverthestateofdebateregardingshort-formandlong-formvideo,advertisersinoursurveyarechieflyrelyingon15-secondand30-secondspotstodrivetheirCTVcampaigns—49%indicatedshortvideoastheirprimaryformat.

Eachresultmirrorswhat2022surveyrespondentstoldus:Lastyear,short-formwasfirst,interactiveadssecond,shoppablethirdandselectiontoolsfourth.

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BrandandperformanceKPIshaveachievedandsustainedanintegratedrole

Whileouradvertisershaveelevatedperformance-marketingKPIsintheirlist

ofcriticalmetricsforCTVcampaigns,brandawarenessisstillatthetopby6

percentagepoints(54%),withtheawarenessfocusofimpressionsandviewsnotfarbehindat42%.

Q.WhichmetricsaremostvaluablewhenmeasuringCTVadvertising?Selectallthatapply.

Brandawareness:54%

Websiteconversions/revenue:48%

Impressions/views:42%

ROAS/ACOS/CPA:22%

OneofthereasonsfortheemphasisonthesethreemetricsislikelyduetothenatureoftheconnectedTVaudience.

AsOliverEmbry,directorofproductinnovationatMNTN,putitinarecent

sponsoredDigidayarticle:“Relativetootherchannelslikesocialorpaidsearch,theCTVconsumerischoosingandoptingintothatcontent—they’rechoosingtotuneintotheirfavoriteshowortheirfavoritechannel.Andwhatthatdoesisitactuallycreatesamoreengagedcustomerwhenitcomestotheview-throughandattributionofsomeofthoseads.”

Whatisadditionallynotableisthearcofthechangeswecanobserve.

Forexample,brandawarenesswasaheadbya43-pointmargincomparedtoconversionsinour2021survey,a3-pointdifferencein2022andthena6-pointmarginin2023.AsCTVmovestothatmoreintegratedroleintheadvertising

mix,theKPIshavedrawncloserbetweenbrandandperformance—andthey’vesustainedthatapproximatebalance.Asimilarphenomenoncanbeseen

betweenimpressions/viewsandconversions:a43%differencein2021,6pointsin2022and6pointsin2023.

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ThisconvergenceisevidenceofanadvantageendemictoCTV,Haerinoted.

“Therehasbeenaconvergenceof

KPIs—brandmarketersarenowusingthesamesignalsthatperformance

marketersusetoinfluencetheir

creativedecisionsandunderstandtheimpactoftheirtop-funnelideas,”hesaid.

“Asforwhatthismeansforsellersof

inventoryandbuyers,itdependsonthe

specificKPIsbeingusedandabrand’s

goals,”Haericontinued.“Forexample,

anewly-launchedbrandlooking

todriveawarenessisapproaching

theircampaignsdifferentlythanan

establishedoneannouncinganew

productline.Sobuyersofinventory

needtobehyper-awareoftheirtarget

audienceandcampaigngoals.That

said,CTVcampaignscanbeactivated

asaperformancemarketingchannel

withadirectresponsemindsetwhilestill

drivingawareness—allowingbrands

totargettheaudiencesmostlikelyto

convert.”

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Asinventoryfragmentationchallengesappeartofade,advertisersaretackling

audience,scaleand

engagement

ThevastmajorityofoursurveyrespondentssaidtheaccuracyoftheirCTV

campaignmeasurementsisinapositiveplace—81%toldustheirlevelof

accuracyscoredmediumtohighresultsin2023(withmediumaccountingfor

mostofthoseresponsesat49%).

Q.TowhatlevelofaccuracyareyoumeasuringCTVcampaignsin2023,andhowdoyouexpectaccuracywilllookin2024?

.20232024

Highaccuracy:32%

16%

Mediumaccuracy:49%

60%

Lowaccuracy:

Don’tknow:

11%14%

8%10%

Thepictureisverysimilartowhatrespondentssaidin2022(79%atmediumor

highaccuracy),andtheprognosisforaccuratemetricsin2024isalsooptimistic—76%expectmediumtohighaccuracyfromtheirCTVmeasurements.It’sworthnotingthat84%oflastyear’srespondentspredictedamedium-to-highscoreforaccuracyin2023.Theywereaccuratethemselves,just3pointsoffthe81%of2023respondentswhoevaluatedtheirCTVmetricsinjustthatway.

However,therearechallengesinplay.

Brandsafety(40%)andaudiencerelevance(40%)tiedfortop-citedchallengesin2023,withcostinsecondplaceat33%.Adfraudandinconsistentmeasurementtiedforthirdat31%.

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ThestateofCTVin2023

ConnectedTVevolvesintheadmixasoldchallengesfade

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Q.WhatchallengeshaveyouencounteredinyourCTVadvertisingcampaigns?Selectallthatapply.

Brandsafety:40%Reachingrelevantaudiences:40%

Cost:33%

Inconsistentmeasurement:31%

Adfraud:31%

Inventoryfragmentation:26%

Themostsignificantshiftinthetop-threespotsonthelististheabsenceofthenumber-onechallengerespondentscitedin2021—inventoryfragmentation.

Peggedat54%amongrespondentsinourreporttwoyearsago,itappearslastonthelistat26%in2023.

Q.HowisinventoryfragmentationimpactingyourCTVstrategyin2023?Selectallthatapply.

Wearefindingmanagingdealswithmultipleplatformschallenging:

WeareproducingmoreengagingCTVadformats:

Weareprioritizingaudiencesegmentation/targeting:

WeareapproachingtacticstoscaleCTVacrossplatformsefficiently:

Nosignificantimpact:

WeareworkingtomeasureROAD/ACOS/CPAmoreaccurately:

39%

33%

33%

32%

21%

17%

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Thereasonsforthechangemaybefoundinhowour2023surveyrespondentsansweredquestionsabouttheimpactofinventoryfragmentation.

Whilethedifficultyofdealingwithmultipleplatformsremainedthemostcited

impact(39%),acomparablepercentagesaidtheyarechangingtacticsto

mitigateproblems:33%saidthey’dbegunprioritizingaudiencesegmentationtobettertarget,andtheywerecreatingincreasinglyengagingadcreativetomatchdisparateCTVunitformats;32%saidtheywerelearningtoscaleacrossplatformsmoreeffectively.

Thechallenge,inotherwords,haspromptedtheserespondentstoputafocusonsolutions.

Onanothernote,thesecondmostsignificantshiftonthetop-threelistof

challengesistheriseofbrandsafetychallengesby16pointstofirstfromits

near-lastposition(24%)onthesamelistin2021.Inthewayofsolutionstothosechallenges,somemediadirectorsarecitingPMPsasawaytothreadtheneedlewhenitcomestoscalecoupledwithtransparencyandbrand-safetyassurances.

“PMPsgenerallyallowforgreatertransparencyandcontrolsinceadvertiserscandictatepreferencesoncategoriesandapps—thereforebetterensuringbrandsafety,”saidKellyMcAloon,associatemediadirectorofprogrammaticatGoodApple,inarecentDigidayarticle.Becauseofthis,we’reseeingprioritybeing

shiftedtoPMPandprogrammaticguaranteed-focusedbuying.”

Costalsocameupontheoveralllistin2023.Amongthe22%ofourrespondentswhosaidtheywerenotincorporatingCTVintheirmediamix,themostcommonlycitedreasonforitsabsencethisyearwasthatadpricingwastooexpensive

(46%).

Q.IfyouhavenotaddedCTVtoyouradvertisingmix,whynot?Selectallthatapply.

CTVadpricingtooexpensive:46%

Lackofconfidenceinmetrics:27%

Lackofstaffing:18%

Lackofskillsets:18%

Lackofinternalleadershipbuy-in:9%

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ThestateofCTVin2023

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ThepriceofadvertisinginCTVchannelsisasentimentthatagencyexecutives

haveechoedinrecentmonths.Still,itdoesn’tnecessarilyladderuptopredictionsofwidespreadsignificantchangetoCTVstrategiesinplay.

“We’renotseeingthattheCPMsaresohighthatit’sbecomingprohibitive,butitishighenoughthatwe’reconstantlyreevaluatingourinvestmentlevelsinCTV,”NitinSinha,vicepresident,headofpaidmediaatLaundryServiceadagency,toldDigday.

Thebottomlineoncost:CTVisworthitsimplybecausetheaudienceisthereandthemediabuysaremoreflexiblethanlinear.

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Framingthefuture:AIismakinginroadsintothecreative

process

Whileartificialintelligenceisnotanewtoolinthecampaigntestingand

optimizationtoolbox—anditsuseisrobustamongoursurveyrespondents;

nearlyhalf(44%)areputtingAItoworkontestingCTVcampaignsbefore,duringandaftertheirflighting,andaboutone-third(31%)areputtingAItousein

analy