The Future Of Connected TV Is Already Here-What Happens Next?

"Vibhor Kapoor is the Chief Business Officer at , an AI-powered advertising technology company. With the average consumer requiring 56 branded touchpoints before making a purchase, connected TV (CTV) has emerged as one of the most effective ways to bridge those touchpoints across channels. Once considered a top-of-funnel tool for building brand awareness, CTV has quickly evolved into a high-performing, full-funnel channel with better targeting, measurement and retargeting capabilities."

"CTV's early reputation as a brand awareness tool wasn't wrong, but I see it as just the beginning. Its ability to deliver high-impact, full-screen, often unskippable ads gives brands the real estate and time to tell compelling stories and create lasting impressions. As consumers spend more time on niche or fragmented platforms, it's becoming harder to achieve mass reach, making CTV a strategic avenue that offers it at scale."

"These immersive ad experiences capture more attention than typical desktop or mobile placements. Viewers spend an average of 9.7 seconds per CTV ad, which is significantly longer than the average time spent on standard digital formats. That attention pays off: CTV campaigns have shown a 25% lift in both brand awareness and brand recall. Essentially, CTV helps enable an increase in attention, which is the currency in our digital economy. But just because CTV excels at building familiarity doesn't mean its role ends there."

Connected TV (CTV) has transitioned from a top-of-funnel branding tool to a high-performing, full-funnel channel with advanced targeting, measurement, and retargeting capabilities. Consumers require many branded touchpoints before purchase, and CTV offers scale to bridge those touchpoints across channels. CTV delivers high-impact, full-screen, often unskippable ads that increase attention and create lasting impressions. Viewers spend an average of 9.7 seconds per CTV ad, and CTV campaigns have produced a 25% lift in both brand awareness and brand recall. Marketers should integrate CTV intentionally into cross-channel campaigns to support all stages of the customer journey.

Read at Forbes