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CTV Ad
Attention &
Receptiveness
Why this research matters
AVOD is rapidly gaining
traction and is on pace to
reach half the US population
Streaming ad spend
is surging
The Challenge
Brands must optimize their CTV
strategy to capture attention
and positive brand sentiment in
an increasingly competitive
market to stand out.
Ad spending on paid
subscription services is expected
to increase by 51% to
This gives brands a
signi?cant opportunity to
connect with consumers
$9.48 billion in 2023
Overall, CTV ad spending will
exceed $26 billion in 2023 (+27%)
Understanding how key variables impact ad attention and
receptiveness will help improve your CTV strategy
Sources: eMarketer, Q4 2022 Digital Video Trends Report2 Key Questions Explored
Does CTV ad
attention &
receptiveness vary
How do consumers
respond to di?erent
executional
How can advertisers
plan smarter CTV
campaigns?
strategies?
by environment?
Source: CTV Ad Attention & Receptiveness 20233Metrics to Know
Captured through Facial
Validated through
Recognition & Eye Tracking
Qual & Quant Methods
Viewability
Attention
TV on, 1+ persons in the
room for 2+ secs
TV is on, and actively
paying attentio。。。以下略