Advertisers need actionable viewership insights across the TV landscape to achieve the optimal balance between linear and streaming TV budgets, adapting to shifting viewer behaviors.
The Rule of 40 initially suggested allocating 40% of TV budgets to CTV, but as viewing habits have evolved, it’s crucial now to reassess this balance for effectiveness.
IAB reports that total digital video ad spend is expected to grow 16% in 2024, with CTV projected to rise significantly faster at 12% to reach $22.7 billion.
63% of Samsung Smart TV viewers now spend more time with streaming than linear TV, marking a significant shift necessitating new advertising strategies to effectively engage these users.
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