The 2022 FIFA World Cup is now underway in Qatar, and brands are lined up to reach the 5 billion fans globally who are expected to watch the tournament, which runs through December 18.Many advertisers are integrating connected TV (CTV) and over-the-top TV (OTT) into their omnichannel approach, in order to reach the many younger viewers who will be streaming the content, according to Bridget Hall, planning director, Americas for M&C Saatchi Performance.
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