When it comes to campaigns promoting movies and TV shows, going beyond linear to add OTT and connected TV to the mix can produce significant performance lifts, according to research in a report from ...

CTV isn’t an emerging channel anymore; it’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes. What’s ...

Welcome to our new series, AdExplainer, where we offer the definitive take on advertising’s most puzzling topics, foundational acronyms and emerging trends. Even though connected TV (CTV) has been a ...

LG Ad Solutions in partnering with iSpot released a study called "The Efficiency Curve". Among the takeaways is a TV ad strategy using more CTV wand less linear TV will lead to better ad campaign ...

Reinforcing Connected TV’s growing role within total video strategies, nearly seven in 10 CTV advertisers (70 per cent) expect to increase their CTV spending, with an average rise of 17 per cent, ...

NEW YORK—A new survey indicates that CTV advertisers are bullish on the medium in 2026, with seven in 10 CTV advertisers (70%) telling researchers that they expect to increase their CTV spending this ...