It is likely, at least according to research conducted by AppsFlyer. Their Connected TV Trends 2022-23 report shows that 98% of businesses believe that CTV advertising will be bigger than mobile advertising.
According to this study (conducted among 500 CTV viewers), even today, 64% of businesses are running direct response campaigns on CTV. That seems reasonable given the fact this form of advertising is quite effective. Half of the viewers in North America downloaded a mobile app after watching a CTV ad, and over 85% of respondents are willing to watch CTV ads.
What’s crucial concerning the effectiveness of CTV campaigns is the adjustment of the marketing material to customer interests. For instance, as much as 64% of marketers target sports and fitness, but only 42% of consumers are truly interested in this content.