An article posits that Connected TV (CTV) delivers a 30% higher Return on Investment (ROI) compared to other media in a marketing mix, yet remains undervalued in media planning. It suggests that marketers are not prioritizing CTV despite its proven effectiveness.
If the 30% ROI claim holds in the planning decisions described here, CTV is not being treated in line with its reported performance. That matters for streaming publishers and ad buyers because media mix allocation is still leaving CTV underweighted relative to other channels. The article does not name specific buyers or platforms, so the signal to watch is whether planners start assigning more budget to CTV after comparing it against other media in the mix.
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