“As TV takes on more elements of digital, institutional barriers around those centers of knowledge are being broken down, and TV and digital teams are being integrated,” said our analyst Evelyn Mitchell on our “Behind the Numbers: The Daily” podcast. But “institutional change takes time.”
Digital TV’s dust: “Linear audiences are shrinking while streaming audiences are growing,” said Mitchell.
Some CTV perspective: The connected TV (CTV) advertising market has more than tripled since 2019, now totaling $21.16 billion.
Traditional TV isn’t over yet: Linear audiences are more addressable than ever.
A tangled web: “The biggest pain is really privacy,” said Mitchell, because it’s external to the ad industry. Privacy-conscious advertisers are sequestering their own first-party data.
How do we define advanced TV?
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