Key Insights
Advertisers See Great Innovative Opportunity:
CTV
• Majority of CTV dollars in the U.S. (54%) is still allocated through Upfronts (vs. programmatic)
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• TV + streaming consumer behavior shifts are progressing at different rates by region.
(i.e. two - thirds of German consumers are still on Cable TV; 33% higher than U.S. consumers)
• Unique inventory and scale is main driver of choosing an inventory partner in the U.S.
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CTV will continue to take
over linear regarding ad
spend, yet at different rates
by region.
Nascent markets need
improved scale as consumer
behavior shifts, while mature
markets seek unique
inventory and formats.
• Seen as the largest opportunity for impact across all regions.
• All regions, outside of France, are most ready to execute on this over any other innovation.
• U.S. is most ready for In - Show in comparison to other markets.
• In - Show and In - Break are viewed as equivalent potential impact to success.
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What We Know
THE NEED
The Reality
