Ad TechIndustry TrendMay 11, 2026
CTV delivers 30% higher ROI, but planning lags
Reported findings indicate that Connected TV (CTV) yields 30% higher Return on Investment (ROI) compared to other media channels. Despite this efficiency, CTV is perceived as an undervalued asset in media planning strategies.
Key Takeaways
- Reported findings put Connected TV at 30% higher ROI than almost everything else in the media mix.
- The article characterizes CTV as an undervalued strategic asset in media planning.
- No companies, products, or executives are named in the source text.
Why It Matters
If the reported ROI gap holds, CTV is producing stronger returns than most other media channels while still not getting commensurate planning weight. That creates a clear gap between measured performance and budget allocation, which is the core issue here. For streaming video, it reinforces CTV’s role as a performance channel, not just a reach buy. What to watch next is whether more planning frameworks start reflecting the 30% ROI figure in channel mix decisions.
Read full article at mediaupdate.co.za