Consumers are cutting the cord on linear TV–making CTV one of the largest opportunities for advertisers.
Consumers are cutting the cord on linear TV–making CTV one of the largest opportunities for advertisers.
You have the opportunity to connect with travelers as they watch what they like, when they like, and how they like. Download this report to learn more about Connected TV as we cover:
This report explores how travel marketers can leverage Connected TV (CTV) to combine the emotive storytelling of television with the precise targeting of programmatic advertising. It highlights key trends, benefits, and strategies for engaging with modern audiences in a fragmented viewing landscape.
CTV enables travel marketers to reach precise audiences through data-driven segmentation, offering a level of targeting that linear TV cannot match. With high completion rates (95%) and low ad fatigue, CTV advertising is 67% more effective than traditional linear TV, ensuring better engagement and measurable results.
Marketers don’t need to choose between CTV and linear TV; using both creates a cohesive strategy that maximizes reach and engagement. Integrating CTV ads into linear campaigns can boost ad recall by 34%, while also providing granular audience insights and cost-efficient scalability.
Emerging CTV formats like interactive ads, 360 videos, and QR code integration allow brands to create immersive experiences. These tools enable travel marketers to inspire dreaming, planning, and booking by fostering emotional connections with their audiences while delivering actionable results.
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LTV, linear TV, is traditional cable television, viewing in real-time. CTV, connected TV, is any TV that can be connected to the internet and access content beyond what is available by a cable provider. In this report, we break down popular TV formats, defining the industry terminology around them.
Cord-cutters are viewers who have canceled their LTV subscriptions for CTV services only. “Cord-nevers” are usually younger generations who have never subscribed to LTV. These consumers are making CTV one of the largest opportunities for advertisers.
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