TV is evolving into a critical channel for brand marketers, according to a report released Monday by market research and technology company Circana.
The report, “The Future of TV: Where Immersion Meets Commerce,” found that 75% of U.S. households subscribe to ad-supported streaming services, driving TV to an unprecedented transaction-ready scale.
TV has moved from one-way engagement to two-way interaction, it explained, opening new opportunities for advertisers to engage audiences more effectively.
Advertisers looking to maximize the impact of their marketing dollars can do so by embracing interactive TV, according to Circana, which reported that connected TV now drives a higher return on ad spend (ROAS) than linear TV by more than 15% and short-form video by more than 21%.
Those performance gains show TV moving from a reach vehicle to a full-funnel, results-driven platform, the report reasoned.
