4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.
39% shifted funds from other types of traditional channels in their ad budget, while US CTV ad spend is expected to grow by 18.8% this year, far surpassing the 0.7% increase for traditional TV boosted by the Summer Olympics and elections.
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