{"id":4384316,"date":"2020-09-29T04:35:12","date_gmt":"2020-09-29T02:35:12","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/5-things-you-should-know-about-ctv-advertising\/"},"modified":"2025-12-08T13:44:27","modified_gmt":"2025-12-08T11:44:27","slug":"5-things-you-should-know-about-ctv-advertising","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/5-things-you-should-know-about-ctv-advertising\/","title":{"rendered":"5 things you should know about CTV advertising"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\t5 things you should know about CTV advertising\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tSam Huston\t\t
\n\t\tCSO of Growth, Americas\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t29 September 2020\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tIn the Accept No Limits: B2C Marketing in 2020, a report based on a 500-CMO survey, just 27% of CMOs listed OTT\/CTV as a channel they planned to invest in over the next 12 months. That ranked dead last, after social, search, video, programmatic, affiliate, etc. At the same time, the same CMOs overwhelmingly cited the top of the funnel as their biggest challenge in the purchase journey. Given CTV\u2019s programmatic capabilities and its COVID-accelerated scale, I have to think there\u2019s a big opportunity for CMOs who do invest in CTV to gain a big competitive edge. This is especially true heading into a holiday\/election hybrid season when costs across channels are facing tons of inflation, and inflexibility with linear TV buying has been a pain point highlighted by COVID.

With that in mind, here are five things you might not know (but should) about CTV advertising:\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t