The CTV Opportunity in the UK
The growing number of TV sets connected to the internet (also referred to as CTVs) is translating into more content and experiences for consumers, and more opportunities for advertisers to engage with them. But how quick are advertisers to capitalise on the opportunity? How have they reacted to the events of 2020, and what does it say about the place of CTV in the marketing mix in 2021? In this report we analyse advertising exposure across a large sample of Smart TV devices in the UK, which allows us to quantify macro trends, while diving into some micro trends that impact specific industries.
Some of the aspects covered in this report are:
- The distribution of ad impressions across advertisers
- The evolution of ad delivery over time
- How ad content can be adjusted according to global events