CTV Advertisers Are Foundering Using Linear TV Creative

Everyone knows that Connected TV (CTV) offers advertisers growing audiences and increased measurability. But are they taking full advantage of the creative flexibility CTV offers? Based on an exclusive survey of more than 100 U.S. brand marketers conducted by Adweek Branded for MNTN, “Are Brands Ready for a More Creative Approach to CTV?” found that most brands are using the same strategies and tactics they’ve been using for linear TV.

As CTV enters one of its biggest transformations and with ad inventory exploding, it’s crucial for advertisers to take a more responsive approach to this channel. The brands who adapt and leverage CTV’s full capabilities will be the ones who stand on top.