The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)

OTT is expected to account for more than half of US video subscription revenues by 2025, when it will reach $72 billion. That growth is coupled with the rise of ads on streaming platforms, creating an interesting opportunity for marketers. Advertising on CTV devices and OTT platforms has particular advantages over traditional TV advertising, like advanced targeting, real-time analytics, and increased efficiency.