"Connected TV ensures more targeted advertising. But, while streaming, many viewers end up seeing the same ad multiple times. Since viewers split their time between linear and countless streaming platforms, marketers are left piecing together siloed partner reports and guessing which households were truly exposed to their campaigns. Without the right partners and solutions, even the most carefully planned campaigns can fall short."
"This inefficiency is costly. Samsung Ads estimates that, as a result of today's fragmented ecosystem, TV advertisers leave $141 billion in untapped revenue on the table across six major industries: auto, telecom, pharma, financial services, retail and QSR. Much of that revenue is lost to wasted impressions. In the US alone, 41% of streaming impressions reach viewers who have already seen the same ad. By reallocating budgets more efficiently, advertisers could unlock significantly stronger returns on ad spend."
Viewers frequently encounter the same commercials repeatedly while streaming, causing audience fatigue and wasted impressions. Viewers split time between linear TV and many streaming platforms, leaving marketers to piece together siloed partner reports and guess actual household exposures. The fragmented ecosystem creates inefficiencies that cost advertisers significantly. Samsung Ads estimates $141 billion in untapped revenue across six major industries due to current fragmentation and duplication. In the US, 41% of streaming impressions reach viewers who have already seen the same ad. Reallocating budgets and partnering with the right solutions can improve returns and capture growing CTV investment projected for 2025.
Read at AdExchanger
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