1、From Spend to Staffing:A Holistic Look at Connected TV Advertising.WHITE PAPER Exclusive advertiser insights on the challenges,opportunities and future of this performance channel.Connected TV(CTV)usage is on the up.Consumers are cutting cords and making the transition to streaming services in ever

2、increasing numbersan estimated 109.3 million households will view content on CTV in 2022.And,in July of 2022,streaming services actually surpassed cable networks to claim the largest share of U.S.TV viewing.CTV viewership is increasing,providing massive opportunities for advertisers.However,the tech

3、nology isnt without growing painssome brands and agencies struggle with measuring revenue from CTV advertising,garnering company buy-in,staffing CTV-focused roles,tracking campaign results and more.This said,its not all doom and gloom on the Connected TV advertising front.In fact,the channel is grow

4、ing and constantly improvingtechnologically it has become more sophisticated and intuitive,making CTV advertising easier and more effective for brands and agencies alike.In turn,advertisers are getting better at leveraging the channel to drive performance.Connected TV will continue to grow in popula

5、rity with consumers,so advertisers need to learn how to best utilize the platform.To accomplish this,its vital that you have a holistic understanding of CTV advertisingthe challenges,the opportunities,how it has improved and where its headed in the future.Note:The data referenced in this guide was s

6、ourced from a study done in partnership with Ad Age Studio 30 in September of 2022.Introduction.FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 3Table of Contents.4 Where are Connected TV Advertisements Being Delivered?6 How Advertisers Are Approaching Budgets8 The Human Side of C