Connected TV is lowering the barriers to cross-media marketing.

Connected TV (or CTV) brings the flexibility of digital advertising to linear TV, and its fast-growing share of households is only adding to its relevance. The data in this report shows that marketers are becoming increasingly adept at adjusting their ad spend on the fly across CTV and other digitalchannels, depending on evolving economic conditions.

Time frames are getting shorter. Much, much shorter.

2020 has shown how quickly everything can change. Our data shows that companies that are well positioned when the winds turn can climb to the top in a matter of weeks. Knowing exactly what the future will hold is, of course, impossible. Therefore, the emphasis lies on building the ability to continuously experiment, measure, learn and iterate.

Usage of the different technology platforms is increasingly specialised.

The data reveals how a narrow range of activities capture most of the time spent on any given platform. In short, desktop is for work and mobile for relaxing. As context can be more easily inferred based on device type, campaigns can be adapted based not just on audience profile, but also by context, as determined by the platform.