CTV has entered its defining moment. It has moved firmly into the centre of modern media plans. As adoption accelerates, expectations are shifting from simple visibility to measurable impact. Marketers today expect more than reach. They want outcomes, disciplined frequency management and clear connections to business results. This report explores the forces driving CTV’s next phase of growth and what marketers must do to fully unlock its potential.
CTV has moved into its scale era. It's where television planning is actively taking shape, enabling brands to do two things at once: earn attention on the biggest screen and understand what happens next.
CTV is becoming the organising layer for modern TV strategy, where brand and performance operate in sync. Advertisers are leaning in as the value becomes increasingly clear.
In this report, brings together key industry shifts, emerging challenges and practical frameworks to help marketers navigate this transition and build for scale.
Over 70% of advertisers plan to use CTV beyond top-funnel goals, extending it into consideration and measurable business outcomes.
42.7% of advertisers are already exploring predictive cross-screen reach modelling, the direction is clear, scale either holds or breaks here.
77% of small to midsize businesses are running or have previously run performance TV campaigns so TV is no longer reserved for the biggest brands.
Why CTV has become central to modern television planning and how it brings attention and measurable outcomes together.
How evolving viewing behaviour, formats and context shape how audiences engage and how brands need to respond.
The creative principles that make CTV effective, from building for the big screen to using sequencing as a strategic lever.
Practical actions to scale CTV, including smarter buying, better frequency control, lifecycle planning and reducing ad waste.
A detailed look at CTV strategy, data and practical frameworks designed for marketers, media planners and brand teams ready to lead.
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