Advertisers are rolling CTV into full-funnel, multi-channel campaigns. We see evidence of growing adoption, with CTV ad spend projected to reach $46.89 billion by 2028.
What are advertisers using CTV for and why? The stats show that it’s multipurpose.
Advertisers are measuring brand awareness, impressions, website traffic, and sales lift from CTV campaigns.
These metrics are KPIs for various funnel stages, from TOFU to BOFU. Interpreting this information, advertisers still prefer CTV as a TOFU play, but interest in how it plays into direct conversion is growing.
Half of CTV over-the-top (OTT) advertisers always use brand awareness to evaluate return on ad spend (ROAS), and almost half (47%) said they always use impressions or views to evaluate ROAS, per an April 2024 study from Advertiser Perceptions and Premion:
More than half of CTV/OTT advertisers say co-viewing is a value-add benefit of CTV/OTT advertising and, since it aligns CTV/OTT with linear TV practices, makes it easier to evaluate, plan, and measure across both.
With growing audiences, targeting capabilities, and measurement data, CTV advertising is becoming a necessary part of a holistic campaign. Some 80% of CTV/ OTT advertisers view it as an extension of a linear TV ad buy, according to the Advertiser Perceptions study.
In fact, advertisers consider CTV and OTT to be the most important media type for their goals:
CTV is set to outpace OTT spend by 2028, but many advertisers are still testing how it interacts with OTT and whether it outperforms traditional TV advertising before committing to more spend.
Reaching mass audiences is becoming more rare as people spend a greater amount of time on more niche platforms — CTV is one of the rare exceptions in a world where audiences are niching down into smaller channels.
Precision audience targeting leads the list of CTV/OTT advertising benefits for CTV/OTT advertisers, according to the Advertiser Perceptions study. In many ways, CTV targeting can be just as granular as any other channel, but another reason for the appeal of CTV is you can reach an entire household with one ad.
It makes sense why many advertisers are being tasked with implementing it into campaigns. AdRoll offers CTV that helps advertisers reach the right audiences at the right time while still managing ads across other platforms. Give AdRoll CTV a try!
Last updated on May 12th, 2025.
