CTV广告效果基准

2025 CTVAd EffectivenessBenchmarks Compare your Brand andOutcomes Lift performance to CTVindustry norms for ad performance The state of CTV advertising CTV is setting a new standard for howbrands reach and engage audiencesin 2025 and beyond. Fueled by the riseof premium ad-supported streamingtiers, platforms like Max, Paramount+,Netflix, and Amazon Prime arereshaping the market with more high-budget, ad-driven content, whileservices like Tubi and Pluto TV aredominating with Free Ad-SupportedStreaming TV (FAST) channels tocapitalize on consumers’ appetite forfree, high-quality programming. into active engagement. Formats likepause ads and gamified experiencesare enhancing interaction, whileretail media networks are leveragingfirst-party shopping data to powermore personalized, performance-driven campaigns. With new inventory and adformats aligned to shifting viewerpreferences, brands, marketers, andmedia companies now have moreopportunities than ever to reachcustomers. This means winningwith CTV requires implementing arobust test-and-learn approach,understanding how consumersexperience advertising, andoptimizing for better results. DISQO’s annualCTV benchmarks With an abundance of inventoryand opportunity, eMarketer projectsCTV ad spend to hit $33.35 billion in2025, up from $28.79 billion in 2024,making it one of the fastest-growingadvertising channels. But the evolutionof CTV isn’t just about scale—it’s aboutimpact. Interactive and shoppableads are transforming passive viewing DISQO’s Industry Benchmarks andSocial Media Benchmarks are trustedby leading brands, advertising agencies,and media companies to understandcampaign performance relative to theirpeers. As CTV gains a greater share inadvertisers’ media mixes, DISQO is excitedto share CTV benchmarks that showcasewhere the medium excels. Harness CTV’s strengthswith DISQO’s benchmarks Benchmarks should be objective How do we define CTV? DISQO defines Connected TV (CTV) as any TV setconnected to the internet, including TV sticks (Roku),smart TVs (Vizio), and gaming consoles (Xbox). Our clients can measure CTV, social, anddigital with one objective platform. This reportcompares cross-channel lift (OTT/CTV, digitaldisplay, mobile, streaming audio, and socialmedia) with CTV lift, exploring differencesacross categories and brand maturity. What we measure Brand Lift See how your campaign boosts criticalbrand metrics, like awareness or favorability. We include data from 1650campaigns measured byDISQO since March 2021. Outcomes Lift We cover 17 metrics, includingtop-funnel attitudes andbottom-funnel outcomes. See how your campaign impacts down-funnel outcomes like search, site visits, ande-commerce activity. CTV’s uniquestrengths To start, we examine the median liftscores for a typical campaign acrosschannels and compare them to medianlift scores for CTV only. Median lift across all channels and campaigns (Dark) and medianlift on CTV only (light), March 2021 to December 2024. “CTV multiplier”(bl) equals CTV only lift divided by cross-channel lift. Therefore, 1.0xmeans performance is equivalent for CTV vs. all other channelscombined, while higher numbers indicate performance is “x” timesstronger for CTV. CTV drives strong mid-to lower-funnel actions Our benchmarks reveal that CTV performs particularly wellfor select brand metrics, outperforming cross-channelbenchmarks on the following: Make your brand unforgettablewith immersive CTV experiences CTV is a standout channel for brand storytelling, outperformingcross-channel benchmarks onbrand familiarity (1.06x).Unlikefragmented, often skippable social and digital ads, CTV immersesviewers in high-quality, long-form content, making it ideal for deepbrand engagement. The lean-back, full-screen environment allowsbrands to craft narratives that resonate and stay top-of-mind withconsumers well beyond initial exposure. Brand Familiarity Showcases consumers’ familiarity with a brand, going beyondmere recognition to understand how well someone knowsa brand. This metric serves as a foundation for influencingpurchase decisions and ultimately building brand loyalty. Brand Consideration To further increase impact, brands should craft compelling,narrative-driven creative that feels like an extension of premiumcontent. Sequential storytelling—where ads build on each other overthe course of the consumer journey—keeps audiences engaged andreinforces key brand messages. Testing ad placement in relevanttypes of programming is also crucial to enhance contextualengagement, ensuring that your message doesn’t feel out of place. Indicates the likelihood of consumers evaluating a brand asa potential choice, reflecting the impact of advertising andbrand perception on consumer decision-making. Purchase Intent Measures the likelihood of consumers making a purchase,signaling the effectiveness of marketing efforts in drivingactual sales and revenue for the brand. From awareness to action Turn interest into actio