Future of TV Briefing: CTV advertisers fail to reach 80% of households

This week’s Future of TV Briefing looks at a report from Innovid that seems to show CTV advertisers’ reach and frequency calibrations are out of whack.

• Beyond reach
• Productions’ Hollywood exodus, Netflix’s podcast interest and more

Beyond reach

For all the increasing attention being paid to business outcome measurement, reach and frequency remain the main metrics for ads running across connected TV platforms and streaming services. So as this year’s upfront negotiations near, it’s worth asking: To what extent are advertisers reaching audiences on CTV and how often?

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