CTV Advertisers Miss Out on Impact with Outdated Formats

CTV doesn’t need more hype. It needs more proof. And yes, I’m still the kind of person who loves a big chart and a stack of data points. But this series of charts says something important: The spend is growing. The audience is there. The case for CTV is obvious. The biggest gap in the market is still measurement. We can tell if the ad ran. We can usually tell if it completed. But the harder questions are the ones that matter most: Did it lift recall? Did it shift perception? Did it drive action? Did it create incrementality? CTV is growing up fast. And grown-up channels have to prove outcomes. That feels like the real story right now. #CTV #ConnectedTV #Advertising #Measurement #BrandLift

Together, we’re sending CTV into an era of performance. At IAB NewFronts, LG Ad Solutions President of Global Ad Sales Serge Matta discussed Performance Enhancer: a new way for brands to extend CTV campaigns beyond the screen. With Realize tech, LG advertisers can now reach audiences where they actually engage (across trusted publisher networks) and see how every high-quality signal becomes a multiplier. With 28% uplift in conversions for one major US retailer, measureable CTV performance is now a reality. #CTV #OpenWeb #PerformanceMarketing Taboola

Thanks to Realize for partnering with us on Performance Enhancer. More from #IABNewFronts extending CTV campaigns beyond the screen and connecting them to measurable outcomes, as expectations shift toward greater accountability and collaboration. IAB Taboola

Google just made unskippable ads on YouTube CTV a global reality. Video Reach Campaign (VRC) Non-Skip Ads are now live worldwide; 6 to 30 seconds, full-screen, AI-targeted, and guaranteed full impressions on Connected TV. This is a big deal for brands running awareness campaigns. CTV viewership is exploding, and now Google is giving advertisers a premium, high-attention format to match. The insight: if you're not testing CTV placements in 2026, you're leaving brand recall on the table. Are you planning to test VRC Non-Skip Ads in your campaigns this year? #GoogleAds #ConnectedTV #VideoAds #DigitalMarketing #PaidMedia #CTV

Stop burning your budget on "blind" CTV. 📺🔥 If you aren't retargeting your TV viewers on mobile, you’re just paying for "awareness" and hoping for the best...and hope isn't a strategy. At Loyal, we don’t do "hope." We created StreamConvert. The Play: Reach them on the big screen. The Punch: Reinforce on mobile. The Result: 2.3x higher conversions than CTV alone. The future of Performance TV isn't just "watching." It's "converting." 🚀 #PerformanceTV #CTV #MarketingStrategy #LoyalExchange #AdTech

📌BIScience Rounds Out Cross-Platform Intelligence Offer AdClarity's own data says total tracked US digital advertising spend reached $174.4 billion in 2025, with CTV the fastest-growing channel at $38 billion; and that the latest move added around $51 billion in linear television spend. The Linear TV coverage spans more than 100 US networks and local affiliates, including ABC, CBS, FOX, NBC, and leading cable, news and sports channels, with breakdowns by Designated Market Area (DMA), daypart, program and creative execution. >> Read More https://hubs.ly/Q046GJ0M0 #AdClarity #CrossMedia #TVAdvertising #AdIntelligence #AdTech #MarketingAnalytics MrWeb Ltd

📊 How Real-Time TV Analytics Increases Advertising Revenue 📊 Advertising revenue depends on audience retention and data transparency. Real-time TV analytics provides both. It helps broadcasters optimize ad breaks and schedules, reduce tune-out, and increase advertising revenue. Real-time analytics enables broadcasters to... ⭐ Make faster strategic and commercial decisions Broadcasters with live data can react immediately to audience behaviour, for example adjust campaigns mid-flight, without waiting on delayed reports. 🕓 Optimize Ad Breaks and Schedules Real-time data helps broadcasters reduce tune-out and revenue loss. 💰 Support Ad Sales with Live Proof Real-time dashboards strengthen advertiser confidence. #CTV #ConnectedTV #SmartTV #TVAnalytics #TVAdvertising #RealTimeAnalytics #mongrellive

India’s advertising ecosystem is at a turning point. With the push toward unified measurement, the industry is finally addressing a long-standing challenge -> fragmented data across TV, digital, mobile, and CTV. A single, deduplicated view of audiences could redefine how brands plan, spend, and measure impact. But here’s the real shift 👇 👉 Power may move from platforms to those who control measurement and data transparency Because in a cross-screen world, whoever owns the measurement… shapes the market. The question is: Are brands and broadcasters ready to embrace this shared accountability? #Advertising #MediaMeasurement #DigitalTransformation #AdTech #MarketingStrategy

POV: CTV is fast-becoming a core video channel. @TVTech says 70% of advertisers expect to increase CTV spend in 2026, with budgets rising about 17%. The draw: highly engaged audiences & the ability to combine TV reach with digital precision. https://zurl.co/GJRbk #CTVadvertising

POV: CTV is fast-becoming a core video channel. @TVTech says 70% of advertisers expect to increase CTV spend in 2026, with budgets rising about 17%. The draw: highly engaged audiences & the ability to combine TV reach with digital precision. https://zurl.co/GJRbk #CTVadvertising