Introduction
Connected TV (CTV) offers a new way for advertisers to engage and reach their audience outside of linear distribution, on the biggest screen in the house. Across the 5 largest European markets, 50% of regular connected TV viewers watch internet-delivered content on their TV screens every day. Following the trend in the United States, where more than 50% of TV budgets are being moved to CTV, FMCG marketers in Europe are also shifting their advertising away from linear and cable.
