在过去的一年里，很少有哪个媒体领域能像流媒体视频内容一样备受关注。随着平台和节目选择的日益丰富，消费者的选择也在不断扩大和多样化。目前，流媒体使用率的上升推动了联网电视（CTV）接入的同步上升，从而促进了用户利用丰富的在线流媒体视频内容的能力。事实上，目前 77% 的美国家庭至少拥有一台联网设备，而 CTV 的使用率自 2018 年以来增长了 123%。
Given that CTV advertising combines the scale and influence of linear TV with the precision and personalization of digital, it’s no surprise that eMarketer expects it to reach over $13 billion this year, up 48.6% from 2020. In essence, CTV is bringing linear and digital media buyers onto the same playing field for the first time. Importantly, these buyers have different approaches and knowledge when it comes to ad buying, which can be challenging to reconcile. But with the right perspective, those challenges can be easily navigated to everyone’s benefit.
With consumers rapidly adapting to a new way of consuming content, the key to success is capitalizing on the unique opportunities that CTV offers and coupling this lucrative medium within your omnichannel media plan combined with linear TV and digital. However, the relative newness of ad buying for CTV, coupled with the nuanced nature of the CTV landscape, presents a unique hurdle for marketers with experience in other mediums. Internal knowledge gaps are one of the top three challenges marketers struggle with when it comes to CTV adoption, followed by organizational buy-in and measurement capabilities, as discussed in the recently published 尼尔森年度营销报告. The hesitance and uncertainty isn’t surprising, given the myriad of buying options and uncertainty about how to measure it within the context of other buys.
内部知识差距是营销人员在采用 CTV 时面临的三大挑战之一，其次是组织认同和测量能力
总而言之，各行各业的营销人员都知道 CTV 带来了大量新机遇，但对许多人来说，CTV 是一个全新的领域，有如此多的执行方法，难怪营销人员会有如此多的未解之谜。下载指南，了解成功的 CTV 广告策略的最佳实践和常见陷阱，包括如何购买受众和衡量广告如何有效到达目标受众。
