Television has become a fully interconnected, wide-open space for audiences. In 2023, viewers’ underlying concepts of what TV comprises in the first place have been radically transformed by the technology they use daily.
In a time of transformation, connected TV has been a primary force driving these changes, altering the marketing landscape of video content and fusing robust performance metrics with the longstanding value of brand awareness that television has always provided.
To explore how advertisers are approaching this new era of CTV, Modern Retail and MNTN surveyed more than 100 brands and agencies about how they deploy and optimize CTV creative across channels. Packed with expert insights, this new State of the Industry Report also highlights how brand and performance teams are addressing the changing nature of CTV challenges.
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