The study by LG Ad Solutions and iSpot finds reallocating just 6.3% of impressions from linear TV to CTV significantly enhances reach, frequency, and conversion rates.
Top-performing brands, with an average of 23.7% of impressions allocated to CTV compared to 17.4% for others, demonstrated superior campaign outcomes.
Advertisers currently invest 67.5% of their TV ad budget in linear TV, despite it only making up 54.2% of total TV viewing, showcasing a significant spend mismatch.
Linear TV's average frequency sits at 26.5 while CTV's is only 7.3; campaigns with less than 20% CTV allocation can see frequencies as high as 150.
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