As you know, TV isn’t being watched the same way anymore. Linear still matters, but advertisers should rethink their video mix to better match where audiences are spending their time and where outcomes can be most effectively driven. To help you guide these conversations, we’ve put together a short overview on how TV has evolved and what this means for your advertiser’s video strategies going forward.
You can find the deck here, The Future of TV. Some insights below:
- Digital video ad spends expected to increase to 58% up from 51% in 2024, while linear is expected to decrease to 42% down from 49% in 2024.
- Linear TV still maintains strong reach of the total population at 65% while CTV now is expected to reach 74% in 2026.
- US advertisers will spend over $10 Billion more on social video than linear TV in 2025.
Some questions you may consider asking your advertisers based on this:
- How confident are you that your current video mix reflects where your audience is actually watching today?
- Where could shifting a portion of the mix create stronger performance or impact?
Let us know if you have any questions!