Tag: MediaPlanning
CTV investment returns – why brands still underinvest?
The data on Connected TV (CTV)'s Return On Investment (ROI) is difficult to ignore. However, the slower pace of adoption is much harder to explain. Imagine a marketing channel that consistently delivers 30% higher ROI than almost every other medium in your media mix. Most marketers would naturally prioritise it. Yet CTV receives only 7% of total media budgets despite delivering exceptional CTV investment returns.
