Why Local TV Is Keeping Many Brands On The CTV Sidelines
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Melissa McKay, director of media at Booyah Advertising. National brands rushed to advertise in local markets in 2020 due to COVID, civil rights protests and the election, leaving little budget or consideration left for connected TV (CTV) efforts. But localized advertising – executed programmatically with personalized creative to boot – can be effective on CTV and linear TV. In fact, CTV ad spend remains only about 10% of linear TV…
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