CTV

A collection of 28 posts

The Measure Newsletter

16% Of YouTube Views Are On TV

YouTube TV's watch-time win, Chewy is tops, and more in this week's The Measure newsletter.

The Measure Newsletter

Theatrical Releases Bring Thunder With Finals Ads

This Week On The Measure:  * Universal Roars With NBA Finals Ads * Restaurant Ads Break Through On CTV In May * Why Data Should Be Labeled, Certified Like Gasoline * Hopper Rides ‘Brain Rot’ To 3x Audience Increase * Online Shoppers Turn to Brand Websites For Deals * This Week’s Free Report: Hidden Trends,

The Measure Newsletter

Data Shows More Stans For Tech Brands, Winning Consumer Fandom

This Week On The Measure:  * Tech Giants Winning Consumer Fandom * Longer-Form Videos Dominate YouTube Watch-Time * Learn More About Video Duration At VidCon * WBD Splits Up — But Can It Catch Up? * Nearly 10% Of B2B TV Ad Reach Comes Via Fox News * Majority Of Sports Viewers Like ‘Prime Vision’ AI Features

TV ADVERTISING

For B2B Brands, Fox News Provides Nearly 10% Of TV Ad Reach

Television isn't just for B2C advertising. B2B brands are able to find their intended buyers through ads as well – especially during specific programming like news and sports. As part of the new CTV Playbook for B2B Marketers, a TVREV report created with LinkedIn and iSpot, is a selection

The Measure Newsletter

Brands Are Missing TikTok's Golden Window For Views

This Week On The Measure:  * 1-2 Min. TikTok Brand Videos Score Most Views * Michelob Scores As NBA Playoffs’ Top Brand * Truthset’s Gregg Galletta On Data-Rated Audiences * Brand Equity Equals 52% Of Consumer Purchase Motivation * 43% Delaying Apparel Purchases To Wait For Sales * 70% Of Consumers Would Use Wish List

The Measure Newsletter

How Booze Is Pouring It On TV

This Week On The Measure:  * Stella Artois Pours On Streaming Ads * Tariff Concerns Spurring Purchase Delays * LOL Network Using Movies To Compete With TV * Chewy Breaks Through On Linear * 42% Say Personal Relationships Trigger Anger * Marketers Look For Awareness, Acquisition Balance * This Week’s Free Report: Beverage Brands TV Transparency

The Measure Newsletter

Marketers Planning More Value-Based Messaging In 2025

This Week On The Measure:  * 60% of Marketers Are Increasing Value-Based Messaging * Nutrafol Leads Supplement Streaming Ads * Exploding Kittens Blows Up On YouTube * Wayfair Wins on CTV With +19% Ad Breakthrough * Women’s Sports Fans Want Better TV Tune-In Info * This Week’s Free Report: U.S. Tariff Effect–Exclusive

TV ADVERTISING

Wayfair Wins on CTV With +19% Ad Breakthrough

In April, the "Way Day" ad engaged viewers by emphasizing big deals and free shipping, per MarketCast.

Members only

REPORTS

Special Report: The Big Shift 2025 | US Edition

From LG Ad Solutions As consumers continue to shift from traditional TV to streaming TV for more control over their viewing and seemingly infinite content, they have developed new behaviors around content discovery, subscription streaming access and TV ads. The Big Shift 2025 | US Edition is the fourth installment in

TV ADVERTISING

Majority Of Consumers Wish They Could Browse Products Through TVs

LG Ad Solutions' recent Shoppable Ad Report details consumer sentiments around shoppable ads on CTV, and how audiences want to interact with those ads. One of the primary takeaways from the report is how a significant portion of consumers polled are interested in utilizing TVs directly for shopping behaviors

The Measure Newsletter

March Madness A Slam Dunk For TV Ad Reach

This Week On The Measure:  * TV Ad Reach Jumps For Men’s March Madness * Restaurants’ Mobile Apps Should Serve Up Speed and Simplicity * True Crime Pod Lures Female Audiences On Social * ‘Suits’ Success Boosts Multiple Streaming Services * CTV Ad Load Time Settles In * This Week’s Free Report: For The

TV ADVERTISING

Comparing TV Ad Impression Distribution Across Campaign Sizes

LG Ad Solutions' recent report – The Efficiency Curve: Finding the Optimal Balance Between CTV and Linear TV – dives into how advertisers are more effectively utilizing CTV buys in conjunction with linear TV ad spend. While the report finds a "sweet spot" of reallocating 6-7% of spend toward

Members only

REPORTS

Special Report: The CTV Trends Report

CTV is still growing — but the rules have changed. Wurl’s March 2025 CTV Trends Report takes the pulse of the connected TV space and uncovers how both viewer behavior and advertiser strategies are evolving as the market matures. With FAST adoption rising, ad spend hitting new highs, and the

Members only

REPORTS

Special Report: The Connected Gamer (US Edition)

From LG Ad Solutions The global video game market is expected to reach $500 billion in 2025 (Statista), demonstrating just how much of a role video games play in most of our lives. LG Ad Solutions conducted a new research study, entitled The Connected Gamer, to understand how US gamers

Members only

REPORTS

Special Report: The Efficiency Curve - Finding the Optimal Balance Between CTV and Linear TV Investments

From LG Ad Solutions Discover the insights behind 224 billion impressions across various industries to learn how small adjustments in ad allocations can drive significant improvements in campaign efficiency. In today’s fragmented TV landscape, advertisers face increasing challenges in finding the optimal balance between Linear TV and Connected TV

MARKETING

Targeting, Measurement Top 2025 Media Investment Trends

Omnichannel approaches can present numerous challenges for today's advertisers – but also a multitude of opportunities, provided proper strategies (and partners) are already in place. To kick off the year, Teads recently published a report on five key media trends in 2025, starting with a deep dive into the

Members only

REPORTS

Special Report: Beauty & The Screen – CTV’s Impact on Beauty & Grooming Shopping

From LG Ad Solutions The US beauty and grooming market is expected to surpass $100 billion in 2024 (per Statista), emphasizing the foundational role that beauty and grooming products play in our lives. LG Ad Solutions conducted a study entitled Beauty & The Screen: CTV’s Impact on Beauty &

TV ADVERTISING

LG Ads, iSpot Uncover Best Practices Around CTV Ad Spend

Connected TV (CTV) is no longer the future—it’s here and for the foreseeable future, here to stay. With nearly half of all TV viewing now occurring on CTVs, CTV ad spend is expected to grow 10% annually through 2027, outpacing Linear TV.  Yet despite this shift, a majority

TV ADVERTISING

Case Study: Driving CTV Conversions with AI

LifebrandsD2C leveraged Madhive’s Lookalike+ feature to identify high-intent audiences via AI-driven behavior analysis.

Members only

REPORTS

Special Report: The Contextual Revolution

Five Companies Rewriting The Rules of CTV Advertising. Contextual targeting can solve a world of hurt. And you’d best believe that there is a world of hurt around CTV advertising. Everything from privacy to transparency to scale to data reliability to brand suitability. And, of course, measurement. While contextual

TV ADVERTISING

80% of Digital Ad Professionals Utilize AI

Frequence, a Madhive company, surveyed 500 digital ad sellers for its 2024 Local Advertising Sellers Index.

Streaming

Why Do Hispanic Audiences Prefer Streaming?

Hispanic audiences are a large portion of U.S. TV viewing, with their own preferences and motivations for how they tune in. LG Ad Solutions set out to quantify what Hispanic audiences watch and why in part two of its new report series, The Inclusive Screen. * In the report, LG

CREATOR ECONOMY

66% Of Advertisers Eye Spend Increase On Social

Optimism varies by industry across various advertising channels, though digital – social, digital display, CTV – all seem to have a lot of momentum right now, at least according to data in Mediaocean's 2024 H2 Market Report. * Those surveyed responded to questions around which media channels they expected to increase,

TV ADVERTISING

CTV Users Starting Holiday Shopping Earlier Than Last Year

While holiday shopping ads seemingly arrive earlier each year, brands' advanced efforts are backed up by consumer behaviors. Data from LG Ad Solutions' new report, Season's Streamings, unpacks holiday trends among CTV users – and found that shopping is happening much earlier this year than last. * 60%

Big Data Brains

Eye Spy iSpot Data

On this episode of Big Data Brains with Media Cartographer Evan Shapiro, iSpot.tv founder Sean Muller explains why multi-currency CTV has urgency and how Universal ID will change advertising. Evan Shapiro: Hi, this is Evan Shapiro, your Media Cartographer. I'm here at Cannes Lions, and I'