Connected TV has entered a new phase.
For years, the channel was primarily a reach vehicle, a way to follow audiences as viewing shifted from linear TV to streaming. That migration has reached critical mass. Audiences are engaged across CTV, and advertiser dollars are following. According to eMarketer, US CTV ad spending is projected to reach $53.42 billion, reflecting continued double-digit growth as streaming outpaces linear TV.
The more important question now is how advertisers can use CTV more intelligently.
That question is especially important for B2B and business-focused advertisers. CTV has often been treated as an environment for consumer branding, better suited for reaching households than business decision-makers. That view is increasingly outdated.
The same executives, buyers, founders, finance leaders, IT decision-makers and line-of-business managers that marketers want to influence are also streaming premium video across platforms and devices. They are not only reachable in professional environments; they are reachable as people.
