Latest news of connected-tv

As investment in programmatic CTV climbs toward $46.9 billion by 2028, Gracenote reveals only 14.3% of sports ad inventory includes league data and just 17.9% includes team information, highlighting critical issues in content visibility and targeting accuracy.

According to "The Big Shift 2025" report by LG Ad Solutions, 69% of UK and 71% of Canadian viewers now prefer free ad-supported content, with over 20% canceling paid subscriptions. Advertisers are seeing strong returns, with up to 40% of viewers taking direct action after seeing a CTV ad.

Marketers are increasing investments in premium streaming environments to capitalize on audience shifts and data-driven targeting. Advancements in interactive formats and measurement tools are accelerating CTV’s role in cross-platform strategies.

Connected TV (CTV) ad spend is increasing as viewers and advertisers migrate away from linear broadcast television, and should reach US$25.9 billion globally by 2023, according to WARC Media Global’s latest report.

New research from Parks Associates shows that 51% of connected TV (CTV) device owners in the United States, roughly 44 million households, engage in commerce-related activities on their TV today.