CTV Advertising outperforms other Digital Channels, new study reveals

Connected TV (CTV) advertising has emerged as the most effective digital marketing channel, according to a new study from tvScientific. The survey of over 600 marketing professionals found that CTV consistently delivers exceptional results, prompting 23.6% of respondents to plan increased spending on CTV campaigns.

Key Findings:

• Sales Boost: 65% of advertisers see a significant increase in sales when performance TV (CTV) is integrated alongside other channels such as search and social.
• Brand Awareness Growth: 68% of respondents report enhanced brand awareness after incorporating performance TV into their marketing mix.
• Measurable Impact: 62% of respondents find it simple to demonstrate the impact of their TV advertising efforts.

“Finally, we have validation from a large group of marketers of what we have always known – TV is a superior and highly effective medium that can now be connected to business outcomes,” said Jason Fairchild, Co-Founder and CEO of tvScientific. “Marketers are putting their money where their results are, with CTV leading all mediums in terms of planned investment increase for ‘24.”

The $72 billion TV advertising market is rapidly shifting towards programmatic execution, mirroring the evolution of the $200 billion search and social media market. This transformation puts powerful targeting and measurement tools into the hands of marketers. CTV specifically is projected to see 22.4% growth globally in 2024, reaching $25.9 billion.