Connected TV in Italy: key learnings after 150 campaigns
The Challenge
To debunk persistent myths surrounding Connected TV (CTV) in Italy by proving its precise measurability, high effectiveness, and strategic value alongside linear TV using real campaign benchmark data.
The Outcome
The analysis proved that CTV attracts adult audiences with high purchasing power, delivers superior attention, and expands incremental reach while preventing linear TV ad saturation.
We’ve put together an analysis of how Connected TV is performing in the Italian market, using market data and the benchmark developed through our measurement partnership with Publicis Italy.
This document provides practical, actionable insights on how CTV contributes to total campaign reach and how it compares to linear TV—through a single-source, people-centric methodology based on real campaign data.
What will you find in the report?
- Benchmarks on reach and incremental impact compared to linear TV
- CTV reach data by sociodemographic profile.
- Strategies for effectively integrating CTV and linear TV.
Download it now and get the data you need to plan with confidence