1、RESEARCHTHE FUTURE OF CTV INVESTMENTHow industry experts are evaluating the future of ad spend and media quality in CTVTHE FUTURE OF CTV INVESTMENTAs the Connected TV(CTV)landscape becomes increasingly competitive,advertisers are under pressure to do more with less.Budgets are tighter,yet the demand

2、 for impactful,high-quality campaigns continues to grow.As CTV continues to dominate the market,Integral Ad Science(IAS)compiled information from several U.S.research studies that surveyed media experts to understand industry perspectives and future outlooks on CTV advertising.This study provides in

3、sight into CTV adoption and growth in the coming years and investigates how industry professionals are investing in and evaluating the quality of their CTV advertising inventory.2 2STUDY OBJECTIVES AND DESIGNIn CTV,the stakes have never been higherTHE FUTURE OF CTV INVESTMENT|3CTV IS A POWERHOUSE FO

4、R ADVERTISERSSource:eMarketer,Forecast,February 2024CTV dominates the market with more than 86%of U.S.households plugged into a CTV device.Its a must-have channel for reaching todays connected consumers.Smart TV169.7Connected TV Total233.9Amazon Fire TV110.9Connected Game Console85.5Apple TV29.6Goog

5、le Chromecast29.6Roku128.1Blu-ray player20.1CONNECTED TV USERS,BY DEVICEU.S.2024,MILLIONSTHE FUTURE OF CTV INVESTMENT|4CTV ADOPTION IS PROJECTED TO SKYROCKET,SURPASSING 250 MILLION USERS BY 2028Source:eMarketer,February 2024233.920242025202620272028238.0241.9245.8250.1Millions%of population68.4%69.2

6、%70.5%69.9%71.3%CONNECTED TV(CTV)USERS%of respondentsTHE FUTURE OF CTV INVESTMENT|THE FUTURE OF CTV INVESTMENT|5WITH MORE STREAMING PLATFORMS OFFERING AD-SUPPORTED SERVICES,ADVERTISERS HAVE GREATER OPPORTUNITIES FOR INVENTORY AND REACH ON CTVSource:NPR,February 2024Amazon Prime Video$14.99$17.98Appl