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El dato, que corresponde a 2024, fue revelado en el reporte “DV Global Insights: Trends in the Modern Streaming Landscape”, realizado por Double Verify.

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.

In 2024, CTV ad impressions grew 18% year-over-year, but the gap between ad investment and viewership reveals an even greater opportunity ahead.

LG Ad Solutions recent study reveals that CTV ads are prompting real-world action, with 39% of viewers searching for a product online, 38% visiting a website, 21% making a purchase, and 19% going to a physical store after seeing a relevant ad.

Revry and REVOLT are pooling their data to help advertisers reach diverse audiences more accurately—while keeping privacy front and center. eMarketer projects U.S. CTV ad spending will rise 16.8% in 2025.