Observed Signal · Aug 19, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
How CTV Will Influence the Next Wave of Analytics
Connected TV (CTV) is emerging as a leading video advertising channel, driven by pandemic-era streaming adoption, and is reshaping how marketers approach analytics. The article explains that CTV programming differs from livestream video and is delivered through devices like Apple TV, Amazon Firestick, Roku, and game consoles. Citing Extreme Reach, CTV has accounted for the most video ad impressions across all devices for 17 consecutive quarters. eMarketer forecasts CTV ad revenue will exceed half of linear TV's by 2025. The piece highlights Roku's deal with Walmart for in-stream purchasing, positioning CTV as a performance channel competing with search and social media. For analytics, CTV enables household-level targeting and advanced cohort analysis, with measurement centered on reach frequency metrics such as impressions, frequency, and unique reach.
Editorial analysis of CTV's growing share of video ad impressions and its impact on analytics strategy, but it contains no new product launches, deals, or industry-shifting announcements.
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Key Takeaways & Evidence Grounding
- Extreme Reach reported CTV has ranked No. 1 for video ad impressions across all devices for 17 consecutive quarters.
- eMarketer forecast CTV ad revenues will be more than half of linear TV's ad revenues by 2025.
- Roku and Walmart struck a deal to offer in-stream purchase capability with Walmart acting as fulfillment.
- The article states half of the US population has replaced cable with CTV.
- CTV analytics measurement centers on reach frequency metrics including average campaign impressions, average campaign frequency, and unique reach.
Connected Companies & Entities
9 Entities mapped“Roku struck a deal with Walmart to offer customers in-stream purchase capability with Walmart acting as fulfillment for those purchases....”
“CTV options begin to influence US digital ad budgets, according to eMarketer, which also noted how viewership has increased, narrowing the a...”
“Roku struck a deal with Walmart to offer customers in-stream purchase capability with Walmart acting as fulfillment for those purchases....”
“Current platforms that show CTV programming are the ones you often see or hear about —Amazon, Prime Video, Roku, Hulu and others....”
“Apple TV and Amazon Firestick are examples of CTV devices....”
“Even PlayStation and Xbox are considered CTV devices, since they are game consoles with streaming capabilities....”
“Even PlayStation and Xbox are considered CTV devices, since they are game consoles with streaming capabilities....”
“YouTube is the largest competitor to the current crop of connected television platform providers....”
“CTV now is No. 1 for video advertising, accounting for the most impressions served across all devices for 17 consecutive quarters, according...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Walmart's TV Ambitions, Amazon's Data Transparency, Disinfo Retreat
This AdExchanger daily roundup covers several distinct news items. Walmart is expanding into TV advertising through its acquisitions of Vizio and Vibe.co, with Walmart Connect GM Ryan Mayward stating that commerce insights will drive stronger outcomes for brands. Amazon is beta testing an 'About You' page that lets users see the assumptions it makes about them based on collected data, including physical attributes, raising privacy concerns. Additionally, multiple countries have withdrawn sponsorship from the #Disinfo2026 conference amid US political pressure, reflecting a broader aversion among advertisers and governments to anti-disinformation efforts.
Tubi and Roku Channel to Remain Separate After Fox Acquisition
Fox Corporation's planned $22 billion acquisition of Roku will not merge Tubi and The Roku Channel. Instead, both free ad-supported streaming services will continue to operate independently, preserving distinct brands, libraries, and user experiences. The key integration step is that Roku will take over ad sales management for Tubi, creating a unified sales structure across both platforms. This move is designed to offer advertisers a single point of contact for reaching both live-leaning and on-demand-leaning audiences. Fox cites different usage patterns – The Roku Channel focuses on live channels, while Tubi emphasizes on-demand movies and series – as the reason for keeping them separate. The deal is expected to close this year, pending shareholder and regulatory approvals, and the ad sales integration will only take effect after closing.
Walmart's Vizio Bets on MrBeast, Holiday Films for Streaming
Walmart-owned Vizio is significantly investing in its free ad-supported streaming service, WatchFree+, to boost advertising opportunities for brands. The company announced new content partnerships with major studios including MGM, NBCUniversal, Disney, A&E, and A24, and will add creator-led channels from digital personalities such as MrBeast, Hot Ones, and others. Vizio is also producing its first original feature-length holiday film, 'Jingle Bells Wedding Bells,' starring Rachel Bilson and Scott Foley, with GEICO as presenting sponsor. These moves aim to attract high-income viewers and Walmart's suppliers and marketplace sellers to advertise on the platform. WatchFree+ has grown to reach 27 million devices, a 25% year-over-year increase, with viewing hours up 58% year-over-year.
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