To help marketers better understand the opportunities with CTV and simplify the intricacies of measurement, Innovid and the ANA conducted a study of 20 of the leading U.S. advertisers. They sought to understand whether CTV could be a significant driver of reach, whether fragmentation led to issues with duplication, and whether excessive frequency was a prevalent issue. They also estimated the true ROI of CTV. These findings can be found in the report, designed to arm marketers with the tools they need — including a set of new KPIs — to unlock the mysteries of CTV measurement and further their investment in the biggest screen in the home.
Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.