October 5, 2022

Gen Z and CTV: Is a creative renaissance for TV ads in view?

The challenge for marketers is how to reach consumers across a “paralyzingly fragmented media landscape,” according to Dallas Lawrence, senior vice president and head of communications and brand at Samba TV. Plus, there is still a disconnect between where consumers are spending their time and where ad dollars are being spent, with 70-80% of TV ad dollars spent on linear TV despite 52% of U.S. adults no longer having a cable subscription, per Samba TV data.

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