Is 2024 the Year of CTV?

Last year, CTV ad spend reached a record high of $25 billion, and it’s only continuing to grow. A survey by the IAB found marketers plan to increase CTV spending by 14.5% in 2024—more than any other channel.This week, Elena, Angela, and Rob are joined by VP Media Catherine Walstad to review everything marketers should know about the potential and pitfalls of Connected TV in the upcoming year. Together, they highlight misconceptions about the rise of CTV and explore tactical steps advertisers can take to optimize ad spend, targeting, and attribution for their streaming campaigns. Topics covered: [01:00] Streaming and CTV Ad Spend in 2024[04:30] The future of TV advertising[06:30] CTV’s targeting challenges[09:30] Linear vs streaming TV prices[12:00] What’s wrong with CTV measurement?[15:00] The opportunity for testing creative in CTV[23:00] How to drive CTV results for performance marketersTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 eMarketer Report: https://content-na1.emarketer.com/tv-connected-tv-ad-spending-forecasts-20232023 IAB Report: https://www.iab.com/research/2024-outlook-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.