For advertisers, the first year of the new decade was especially testing with nonexistent live entertainment and low prospects of major gatherings.
These unsettling realities—coupled with unpredictable consumer demand resulting from ongoing economic uncertainty—paint a bleak short-term picture for advertisers of all stripes. Alongside challenges, however, uncertainty also creates opportunity.
Where is that opportunity? For advertisers, it’s where we all are: at home, watching something on a screen. Enter CTV.