Connected TV isn’t a test channel anymore.
In our analysis of 148 brands, CTV has quickly become a core part of the modern media mix. It's no longer an add-on, but a go-to.
But here’s the shift that matters: it’s not just growing, it’s delivering.
Marketers are moving from experimenting with CTV to relying on it. The question now isn’t if you should invest — it’s whether you’re getting its full value.
