Why Connected TV Advertising Stands to Transform the TV Industry | PRO Insight

Compared with other standard pre-roll ads, CTV advertising generates a sixfold increase in engagement

The COVID-19 pandemic is accelerating the shift to connected TV consumption. In fact, streaming video adoption has surged an estimated 60% as the world self-isolates, and we navigate a new reality.

But even before the coronavirus crisis, the industry was already witnessing an explosion in connected TV (CTV) viewership. Fans have cut the cord on expensive cable subscriptions and now watch their favorite shows on mobile devices or smart TVs, wherever and whenever they want. For marketers, CTV offers an attractive opportunity because of the data that enables precise targeting across digital channels alongside premium network-quality programming.

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Iván Markman

Iván Markman

Iván Markman is the Chief Business Officer at Verizon Media. Previously, he was Senior Advisor at Abundant Venture Partners and a Special Advisor to the CEO and Board of Directors of comScore, Inc. Markman also served as General Manager of Marketing Services at Neustar, a real-time provider of cloud-based information services, following its acquisition of MarketShare where Markman served as Chief Operating Officer. Before joining MarketShare he was Global Head of Corporate Strategy at Yahoo!, where he also served as Vice President of Operations Finance.