B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
67%
67% -- ad effectiveness uplift for connected TV advertising vs traditional TV (2019)
Connected TV ads are marked as being 67% more effective than traditional TV.
- Original research methodology and specific effectiveness measurement are not detailed in the text.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
67%
Unit
Percentage
Data Vintage
2019
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
RTB House (rtbiq.com)
Primary
Tier C
https://www.rtbiq.com/blog/programmatic-advertising/connected-tv-infographic ↗
Source Article
Why we love connected TV [infographic]
Why we love connected TV [infographic]
Find out why we love connected TV. With the increasing number of CTV users (over half the population of the U.S.), as well as the fast pace of cord cutting in America, now is the time to jump into this compelling and growing advertising medium.
1) Less waste
Wi…
Original Research
RTB House (rtbiq.com)
· Original study ↗
Methodology
Blog/infographic citation, original methodology not stated
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
connected TV advertising vs traditional TV: 67% ad effectiveness uplift. Source: RTB House (rtbiq.com) (2019). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-ads-effectiveness-vs-tv-2019
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ctv-ads-effectiveness-vs-tv-2019" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>67%</strong> -- ad effectiveness uplift for connected TV advertising vs traditional TV<br><small>Source: RTB House (rtbiq.com) (2019) · <a href="https://lighthousedata.io/data/ctv-ads-effectiveness-vs-tv-2019" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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