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 is the Chief Business Officer at Yahoo, where he oversees the unit’s B2B business. Additionally, Markman holds board positions with DPAA, the leading global trade marketing association connecting digital out-of-home media with the advertising community. Before joining Yahoo, Markman served as special advisor to the CEO and Board of Directors of Comscore. Previously, Markman was GM of Neustar’s Marketing Services business. Prior to that, he was the VP of Corporate Strategy at Yahoo.