#USA #New York #Connected TV #Olyzon #EMARKETER

Boosting Confidence in Connected TV Spending

In a recent survey conducted by EMARKETER in partnership with Olyzon, the dynamics of Connected TV (CTV) advertising are rapidly changing. The report indicates that nearly 80% of marketers are poised to increase their CTV budgets by at least 11%, a move driven by innovations that enhance transparency and measurement in this advertising channel.

As the CTV landscape evolves, advertisers are transitioning from initial trials to a more performance-driven investment approach. While approximately 14.5% of survey respondents have fully transferred their linear TV budgets to CTV, a significant amount—nearly half—plans to shift between 5% to 30% of their linear ad spend into CTV by the year 2026. This trend illustrates a strong momentum and growing confidence in CTV's ability to deliver effective results in the contemporary media mix.

Arielle Feger, a Senior Analyst at EMARKETER, notes, "As CTV continues to scale, marketers are turning to systems that go beyond single tools. They want integrated solutions that connect insights, decisions, and actions. Agentic AI exemplifies this shift from analysis to prompt execution, enabling teams to enhance their performance, minimize fragmentation, and achieve outcomes at scale."

The report highlights several key innovations that marketers are requesting to optimize CTV advertising. Critical among these are cross-platform frequency control, consistent outcome measurement, and advanced AI capabilities that enhance the purchasing and planning process for CTV advertisements. Expectations remain high, as over half of the marketers surveyed anticipate that CTV will yield a greater return on investment than traditional digital video channels by 2026.

Jules Minvielle, Co-Founder and CEO of Olyzon, emphasizes the clarity of intent from marketers: "The current moment for CTV is crucial, and expectations are on the rise. Advertisers are ready to invest more into the channel. They’re not asking for revolutionary changes but rather smarter systems that offer clarity and improve coordination in their planning and execution strategies. With the convergence of these innovations, Olyzon is well-positioned to facilitate the next growth phase for CTV advertising."

The full report is accessible for download, offering deeper insights into the changing landscape of CTV advertising.

About Olyzon

Olyzon serves as the agentic decisioning layer for TV advertising, transforming business signals into ongoing decisions about platform and program selection while aligning creative messaging to viewing contexts. By operating at an intricate level, Olyzon connects audience exposure to measurable outcomes, enabling enhanced reach and demonstrable business impact through superior decision-making.

About EMARKETER

EMARKETER is recognized as the leading source for forecasts, data, and insights across the marketing, advertising, and e-commerce sectors. Their goal is to assist organizations in making sound decisions to maximize revenue, optimize spending, and stay ahead of digital disruption through actionable insights and expertly analyzed data. EMARKETER operates under Axel Springer S.E.