Before connected TV, primetime ruled. Imagine families arguing over the remote, unable to pause or stream another time, rushing to grab snacks during commercial breaks, and therefore, missing the ads altogether. Fast forward to today and step aside, TV Guide! CTV has given audiences the power to control their streaming experience. In Press Play: CTV and Ads, IAS asked consumers to weigh in on their CTV usage and how they feel about the ad-supported streaming experience.
As couch time hits a record high this year, content streaming is the new household ritual. Instead of browsing through channels, 88% of consumers use CTV devices to stream content. With tightening budgets, conscious consumers are also more receptive to streaming content with ads: 91% of users watch some form of ad-supported CTV content. Questions about measurement and standardization have stalled adoption and innovation in the industry. But when it comes to CTV, people are sold. To understand what consumers think about the future of CTV advertising, download our latest research.