B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
68%
68% -- marketers considering ctv must buy for marketers (2025)
68% of marketers consider Connected TV (CTV) a must buy for their media plans.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
68%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
364
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Interactive Advertising Bureau (IAB)
Primary
Tier B
https://martechtrend.com/digital-video-ad-spend-set-to-surge-a-new-era-of-advertising-dominance-in-2… ↗
Source Article
Digital Video Ad Spend Set to Surge: A New Era of Advertising Dominance in 2025 - martechtrend
The digital video advertising landscape is on the brink of a significant transformation, as a new report from the Interactive Advertising Bureau (IAB) projects a substantial increase in ad spending. By 2025, digital video ad spend is anticipated to soar to $72.4 billion, marking a 14% rise from the …
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB online survey, Feb 17–Mar 17, 2025
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketers: 68% marketers considering ctv must buy. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-must-buy-marketers
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<blockquote cite="https://lighthousedata.io/data/ctv-must-buy-marketers" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>68%</strong> -- marketers considering ctv must buy for marketers<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/ctv-must-buy-marketers" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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