RESEARCH

Press Play: CTV & Ads

People weigh in on ad-supported streaming services and the CTV ad experience

Step aside, TV Guide. Consumers are ready for a CTV takeover — ads included.

The days of fighting over primetime are over, and in their place: connected TV. Consumer adoption of CTV has been on the rise for years, and with couch time hitting a record high this year, content streaming is the new household ritual.

When it comes to CTV, people are sold, but questions about standardization and measurement have stalled adoption and industry innovation. To understand the future of CTV and advertising, IAS asked people about their CTV usage and how they feel about the ad-supported streaming experience. Unsurprisingly, 91% of CTV users watch some sort of ad-supported streaming video content.

Ready to learn what else is on the horizon for ad-supported CTV? Download the research now for all the insights.

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