CTV Reigns Supreme In the Attention Economy

As CTV becomes an integral part of the way audiences watch TV, it’s increasingly important to understand how users are interacting with this relatively new platform. Video has long been a key medium for communicating a brand’s story and message, and CTV has become the perfect place to combine the big screen and high impact of TV, with more measurable digital channels. However, there has been a lack of research into exactly how the user experience and user behaviour manifests in front of the CTV screen.