Everyone’s talking about advanced TV. Connected TV (CTV), over-the-top, cord-cutting—whatever you like to call it—consumers are streaming more of it. Today streaming accounts for 26% of TV viewing time, an increase of more than one-third from pre-pandemic levels, according to Nielsen. And CPG marketers are responding: 71% of CPG marketers will increase their CTV media budget in 2022, according to a recent survey.1
Reaching audiences on the big screen in the living room—with the targeting capabilities of digital—that’s a big appeal. And consumers are receptive: in a 2021 NCS consumer survey, we learned 40% of U.S. consumers cite that they are open to ads while streaming TV. But with audience reach and measurement becoming increasingly complex in today’s environment (multiple screens, impending privacy changes...must we go on?), driving sales on TV can feel like a daunting task. How do you know if your advanced TV campaigns are influencing the right buyers? And are they driving as many sales as they could be?
The good news is that there are advanced TV formats available today that can be accurately tied to a household’s viewing while meeting privacy standards. With the right audience targeting strategies and measurement in place, you can unleash the sales lift power of advanced TV.
Download our e-book for examples from CPG brands that have driven ROAS on advanced TV and tips from our team on getting started today.