The popularity of streaming services, coupled with CTV’s capabilities to collect detailed data on their users, make them an exciting landscape for advertisers to reach a vast audience with well-targeted and highly relevant ads. By 2020, the global number of subscribers to video streaming services exceeded 1 billion, and by 2022 more than 85% of American households had signed up to at least one video streaming service. Confidence in the medium remains strong among advertisers, with the global market for streaming services projected to hit USD$233bn (~£187.5bn) by 2028.
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