The Latest Advanced TV Trends


With the TV landscape so fragmented, what should I know about Advanced TV trends, such as OTT (Over-the-Top) and CTV (Connected TV)?

With the TV landscape so fragmented, it can be challenging for marketers to navigate how to best engage consumers at the right time and place. It's more complicated than ever with the COVID-19 pandemic, which has since stalled CTV's consumption growth in years prior.

As reported by the ANA, Roku conducted a study that "found that one in three U.S. households no longer pays for cable TV, and only 17 percent of respondents said they would return to cable TV once live sports returned, a clear sign that this shift is unlikely to regress even after COVID subsides."

In addition, Unruly reported "42 percent of U.S. consumers are planning to cancel their cable subscriptions and 79 percent are planning to try a new ad-supported streaming service" since late August 2020. Revenue has increased across major streaming platforms, however, including Roku, Hulu, Peacock, Pluto TV, and Tubi; the revenue increased 31 percent year-over-year as traditional TV advertising decreased 28 percent.

Part of the reason for this is the fact that CTV doesn't rely on third-party cookies which will be phased out by 2022. As an ANA article described, "mobile devices feature a persistent identifier, called a device ID in both Android and iOS (although how widely such device IDs will be available in 2021 is uncertain), CTV devices still lack a consistent universal identifier that works across devices and apps."

While this makes CTV challenging to track across various platforms and features, it also provides an opportunity for marketers to be creative and start fresh with the inevitable changes. How can marketers engage with consumers in relevant way through trends while anticipating future needs? Agility and organizing data into easily accessible insights. 

Below are helpful best practices, trends, and examples.

How can we help you? Email Ask the Expert at

Data Trends

  • Q3 2020 Video Benchmarks Report. ANA/Extreme Reach, January 2021.
    Metrics from Extreme Reach's AdBridge platform for Q3 2020 show the stability of CTV's share of impressions and the continued dominance of 30-second ads. Desktop benefits as work from home continues due to COVID-19 and the share of impressions served via media aggregators hit a new high in the quarter. The full report from Extreme Reach provides an industry-wide snapshot and identifies additional trends across performance metrics for video advertising. An example of some of the report's findings:

  • U.S. Video Benchmarks Report. ANA/Innovid, November 2020.
    Between July 1 and September 30, 2020, Innovid analyzed over 60 billion advertising impressions across mobile, desktop, CTV devices, and social platforms to provide a complete view of U.S. video advertising. Example of findings:

General Trends and Best Practices

  • Innovations in TV/Video Attribution: Opportunities and Challenges. ANA, February 2021.
    With the new promise of granular and near-real time data sets come many analytical and data quality challenges that data scientists and practitioners are resolving with a fast pace. This panel discussed the opportunities and challenges to improve TV execution from the advertiser, publisher, industry, and analyst point of view. Some of the questions addressed were:
    • What can be measured and optimized within current TV data and attribution ecosystems?
    • What are key issues to look for when looking for exposure and point of sales data sets?
    • What are the measurable publishing options in Linear TV, Connected TV, and OTT?
    • Use of TVA for tactical and strategic media planning?
    • Are the results for TVA Analysis actionable and scalable?

In addition to the panel presentation, see also Sequent's presentation here.

  • Transacting TV in 2021 and Beyond. ANA, February 2021.
    Technology and data are accelerating TV's digitalization, transforming it from a monolithic channel to a multifaceted, dynamic medium. With that evolution comes more sophisticated transaction practices, and conflicting priorities for buyers and sellers. This looks at the key areas that buyers and sellers need to resolve in the evolved TV marketplace.
  • Redefining Identity for the New Television Landscape. ANA, November 2020.
    With streaming at an all-time high, having a CTV-focused media strategy is now table stakes for advertisers. But it's not smooth sailing just yet. At the same time as marketers shift ad dollars to streaming TV, they're waking up to a world with holes in identity resolution, which makes it difficult to accurately engage and report on the new CTV audience. As the industry prepares for the end of third-party cookies, marketers must adopt an identifier that works across media.

  • More Competition, Fewer Ads. ANA, November 2020.
    TV is undergoing a generational shift from linear to a fragmented landscape of digital, over-the-top (OTT), and connected TV (CTV). Now it falls on whether walled gardens or advertisers dictate the terms of this massive transition. This examines the turbulent future of TV and how marketers can prepare for it.

  • How to Face the Changed Landscape of Linear and Connected TV. ANA, October 2020.
    In years past, content meant a few highly rated prime programs and sports. Today, it's thousands of titles available across multiple platforms, so each consumer can seek what they love. So far, it does not look like there will be a winner in the ad-supported streamlining platforms; instead, those that generate great content will get time from consumers. As the TV landscape continues to shift, marketers will need to change in kind; here's what they can do to adapt.

  • Capitalizing on the CTV Opportunity. ANA, October 2020.
    In this session Sarah Harms, VP and North American agency platform lead, Xandr, discussed the role technology platforms play in connected TV buyers' decision making, and how that drives greater consistency in both measurement and audience activation.

  • The Transformation of TV. ANA, June 2020.
    This discusses the ways advertisers and content creators are leveraging TV. What was once a broadcast medium that shared one message to a large audience, TV is now capable of so much more, including targeted ads and content that facilitates viewer engagement.


  • The Next Generation of TV (OTT, Advanced TV): Critical Components Impacting Cross-Media Measurement. ANA, June 2020.
    Over-the-top and advanced television is a rapidly changing and growing advertising opportunity. With a multitude of new product offerings, such as Peacock or Disney+, advertisers need to assess how to leverage this environment. While this ecosystem brings targeting capabilities to television, it comes with a highly fragmented and varied measurement infrastructure, often with vendor-driven metrics not comparable to other forms of television. The MRC described its standards and guidance on OTT and advanced television measurement practices and provided critical insights for what to seek among measurement partners (for example Nielsen, Samba, Alfonso, Innovid, and Google). Presentation available here.

  • Big Picture View: Where TV and OTT/Streaming Worlds Collide. ANA/eMarketer, March 2020.
    In this data-infused, eye-opening session, eMarketer co-founder Geoff Ramsey painted a vivid picture of how the worlds of traditional TV, movie distribution, and video streaming will collide. See also Geoff's presentation here.


    • Cracking the Measurement Code for TV and Digital Media Investments. ANA, December 2020.
      Georgia-Pacific underwent a successful pilot to measure the effectiveness of its digital and television advertising for its four leading brands. Its purpose was to measure and fundamentally improve media buying and selling across all marketing channels, including in-store, digital, mobile, over-the-top (OTT), and linear TV.

    • HPE's Visual Storytelling Journey. ANA, September 2020.
      Hewlett-Packard wanted to reach a combination of Formula One fans and its core audience of IT decision-makers and business decision-makers where they are already engaging in media after earlier realizing that by itself did not have the reach they desired. So HPE partnered with directly and implemented paid advertising throughout its own programmatic channels, using connected TV to reach users streaming Formula One. Video completion rates run through connected TV were eight percent above its business as usual campaigns.

For help with your questions about marketing during the COVID-19 crisis, email

The Marketing Knowledge Center actively connects ANA members to the resources they need to be successful in any marketing environment.

  • Explore content to access best practices, case studies, and marketing tools. Our proprietary content includes Event Recaps, which share actionable insights from conference and committee presentations.
  • How can we help you? Connect with our Ask the Expert team for customized answers to your specific marketing challenges.

Submit a request to Ask the Expert here.


"The Latest Advanced TV Trends ." ANA, March 2021.