Published: 12 October 2022
Streaming TV, which encompasses over-the-top, connected TV and YouTube advertising, is growing, even amid an economic downturn. To harness streaming TV’s potential, digital marketing leaders must navigate a fragmented and dynamic landscape of ad sellers.
Despite rising inflation, streaming TV has a strong and enduring pull on paid media budgets, which is sure to accelerate as Netflix and Disney open up substantial new inventory pools.
Streaming TV accounts for roughly two-thirds of TV time spent viewing among 18- to 43-year-olds.
The streaming TV media marketplace is crowded, fragmented and confusing. Ad sellers include a wide variety of content owners, distributors and intermediaries.
Digital marketing leaders responsible for developing marketing strategy for TV and video advertising should:
Review the pace and scale of consumer adoption, recognizing the critical role that streaming TV plays in the overall
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