Summary
Brands and agencies are increasing their connected TV (CTV) investments in 2026 as the channel proves stronger ROI and more reliable measurement. Nearly 70% of CTV advertisers plan to raise spending, with average budgets up about 17%, according to Advertiser Perceptions and Premion. Marketers are funding growth through both new budget allocations and shifts from linear TV, digital display, and other media. The report highlights that advertisers value CTV for reaching highly engaged, opt-in streaming audiences and strengthening omnichannel campaigns. AI is also boosting confidence by improving targeting and optimization. However, fragmentation across platforms and walled gardens continues to challenge scale, prompting demand for unified planning, measurement, and buying solutions across the CTV ecosystem.
Marketing Dive
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