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# Is CTV Not As Great As We Thought?
- URL: https://tvrev2beta2.ghost.io/is-ctv-not-as-great-as-we-thought/
- Published: 2024-07-19T18:11:40.000Z
- Updated: 2024-07-19T18:11:40.000Z
- Author: Michael Shields
- Tags: connected tv, Michael Shields, #sqs, #Import 2026-09-03 21:06, Streaming Wars

Connected TV is supposed to bring a rebirth to TV advertising. Imagine combining the big-screen sight, sound and motion of television with the precision targeting and interactivity of digital ads — it should be the ultimate medium! So much so that analysts have predicted robust growth for years, and a wide expansion of advertisers. Instead of the typical 400 or so big brands, CTV would bring on millions of advertisers, a la Meta and Facebook.

Well, if you look at recent data from [eMarketer](https://www.emarketer.com/chart/266866/sources-funding-increase-connected-tv-ctv-ad-spending-according-us-agency-marketing-professionals-march-2024-of-respondents?ref=tvrev2beta2.ghost.io), you might find some of your CTV exuberance deflated a bit. Among advertisers who are spending on CTV, a whole lot of them are just moving budgets around. Forty percent said they are funding CTV from existing linear dollars, and another 40% from non-video digital ads (in other words, display, which is struggling). It doesn’t paint a picture of boom and innovation.

Don’t get me wrong — CTV is still growing at a nice clip. But this line from eMarketer struck me as a bit sobering: “CTV will remain an important channel for advertisers, but we expect more moderate growth for 2025 and beyond.”

In the meantime, here are some other big headlines from this week:

- [Peter Naylor is Latest Senior Ad-Sales Executive to Exit Netflix](https://variety.com/2024/tv/news/peter-naylor-netflix-exit-1236077371/?ref=tvrev2beta2.ghost.io) \- Brian Steinberg \[Variety\]
- [A Primer On The DOJ’s Upcoming Antitrust Trial Against Google](https://www.adexchanger.com/the-big-story/a-primer-on-the-dojs-upcoming-antitrust-trial-against-google/?ref=tvrev2beta2.ghost.io) — Sarah Sluis \[AdExchanger\]
- [Here's What NBCU Is Charging for the First Programmatic Olympics](https://www.adweek.com/convergent-tv/nbcu-programmatic-olympics/?ref=tvrev2beta2.ghost.io) — Bill Bradley & Catherine Perloff \[Adweek\]
- [Brian Lesser returns to GroupM with an expected focus on advancing tech](https://digiday.com/media-buying/brian-lesser-returns-to-groupm-with-an-expected-focus-on-advancing-tech/?ref=tvrev2beta2.ghost.io) — Michael Bürgi and Ronan Shields \[Digiday\]