How the Convergence of TV & Interactive Experiences Is Transforming Measurement, Creative and Engagement
CTV is expected to be adopted by 82 percent of households by 2023, with 44 percent of households eliminating linear TV altogether. This rapidly changing TV landscape is causing brands to ask critical questions about best practices for modern television advertising. In an unprecedented research partnership, the Association of National Advertisers (ANA) and Innovid invited 17 national brands to participate in a study designed to uncover key learnings about what this means for marketers, and how to approach connected TV (CTV) advertising.
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