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.
Across Europe, the retail and food & drink industries are the top two advertisers on CTV. Brands in the FMCG vertical are partnering with Rakuten Advertising to drive engagement via the premium video environment of Rakuten TV. We have seen the reach of Rakuten TV triple across Europe over the last year, demonstrating the growth of opportunity.