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TV Tech
TV Tech
George Winslow

Survey: CTV Is Most Effective Digital Ad Channel

CTV tvScientific
Money.

PASADENA, Calif.—A new survey of marketers has found that advertisers view CTV advertising is the most effective digital channel in their media mix and that 23.6% plan to increase their spending on connected TV (CTV) campaigns in 2024, according to a new study from tvScientific.

The study, which collected responses from more than 600 marketing professionals in Q4 of 2023, found that 35% of respondents plan to increase their overall ad spend in 2024 and that 65% report an increase in sales when performance TV is added alongside other paid channels like search and social.

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