You wouldn’t buy a Super Bowl ad just to reach anyone with a TV. So why are you doing the digital equivalent in CTV?  

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88 percent of U.S. households now own at least one connected TV (CTV) device. This living room touchpoint is the most valuable real estate in advertising. Consumer packaged goods (CPG) brands have a direct line to where household buying decisions are made and a chance to influence what’s placed on the family table.

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Yet, while CTV commands CPMs that run 2–5 times higher than open web display ads, many brands still treat it as a checkbox on their media plans. But relying on broad targeting, recycled audiences, and outdated metrics isn’t just ineffective; it’s financially irresponsible.

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Read the full article in Modern Marketing Today: https://modernmarketingtoday.com/ctv-is-a-premium-buy-not-a-bargain-channel/