CTV（智能电视大屏）广告市场突飞猛进 2024年全球收入增长20%

Core Insights - The Trade Desk (TTD) highlights the rapid rise of premium internet centered around Connected TV (CTV) globally, driven by increasing consumer demand for high-quality digital content [1] - TTD emphasizes that for Chinese brands, this trend offers a new opportunity to establish a trustworthy international brand image through immersive experiences on premium content platforms [1] - The global CTV advertising market is experiencing significant growth, with 41% of UK consumers subscribing to new streaming services last year and 44% of US consumers significantly increasing their streaming TV content consumption [1] Industry Trends - Advertisers are significantly increasing their investment in CTV advertising, with global CTV ad revenue projected to grow by 20% in 2024, reaching a record $35.2 billion, and expected to further increase to $46.3 billion by 2026 [2] - The shift in the advertising market necessitates brands to adopt more refined and coordinated strategies to stand out in a competitive landscape, aligning with consumer demand for seamless brand experiences [2] - Research indicates that a highly connected omnichannel strategy can enhance user attention by 1.4 times, emotional connection by 1.9 times, and significantly reduce cognitive fatigue by 2.2 times [2] Channel Strategies - Different channels play distinct roles in a coordinated omnichannel strategy, with CTV enhancing brand storytelling through immersive visual experiences, audio ads increasing attention in multitasking scenarios, and digital out-of-home (DOOH) ads capturing attention through strong visual impact [2] - The emotional connection effect of DOOH ads can increase by 5.3 times when used in conjunction with audio advertising [2]