The shift in CTV: why brands can't afford to sit back

CTV has moved beyond early adoption – we’re now in a new phase. With streaming habits maturing and ad-supported models gaining ground, connected TV is transforming from an emerging channel into a strategic priority for brands. From live sport to drama, viewers are curating their own primetime – and advertisers are being challenged to meet them there.

In this short film, Ed Mullins, senior director of inventory & partnerships, EMEA at StackAdapt, shares four essential insights into the evolving CTV landscape. 

With smart targeting, unskippable formats and advanced measurement tools, CTV is rapidly becoming a must-have in the media plan. For brands that want to cut through in a fragmented media world, it’s time to lean in.