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Broadcasting & Cable
Broadcasting & Cable
Business
Jon Lafayette

CTV Commercials Deliver More Attention Than Other Digital Video Formats: Research

Yahoo Advertising.

Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research from Yahoo, Omnicom Media Group and Amplified Intelligence.

The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV.  The IAB this week forecast that spending on CTV is expected to grow 12% in 2024.

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