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In Accept No Limits: B2C Marketing in 2020, a 3Q report based on a 500-CMO survey, just 27% of CMOs listed OTT/CTV as a channel they planned to invest in over the next 12 months. That ranked dead last, after social, seach, video, programmatic, affiliate, etc. At the same time, the same CMOs overwhelmingly cited the top of the funnel as their biggest challenge in the purchase journey.

Given CTV’s programmatic capabilities and its COVID-accelerated scale, I have to think there’s a big opportunity for CMOs who do invest in CTV to gain a big competitive edge. This is especially true heading into a holiday/election hybrid season when costs across channels are facing tons of inflation, and inflexibility with linear TV buying has been a pain point highlighted by COVID.

With that in mind, here are five things you might not know (but should) about CTV advertising:

1. It’s everywhere.

COVID-19 shifted the family entertainment focus off of live sports and outside activities and onto CTV. A Forbes article from June estimates that 80% of homes in the U.S. have at least one connected TV device. That means tons of eyes staring at big screens just waiting for your ad to appear.

2. It’s programmatic. Or direct. (Up to you.)

You have two options for buying CTV ads: direct and programmatic. If you go the direct route, you get guaranteed impressions, targeting options for things like show and genre, and (often)…

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