As the lines between traditional TV and digital media blur, CTV continues to dominate viewership and presents unparalleled opportunities for advertisers to maximize cost, frequency, and operational efficiencies. MiQ’s latest report breaks down how to go from average to winning in the world of Advanced TV advertising.
Here are the three biggest takeaways from the report:
Cost Efficiency: Make Every Dollar Count
The Challenge
CTV accounts for 28% of time spent with digital media but only captures 10% of digital ad spend. Concerns around rising CPMs during high-demand periods, like political campaigns or major events, are keeping advertisers cautious. For instance, CPMs surged by 30-40% during the 2022 U.S. midterm elections and jumped another 10.8% during the 2024 Olympics.
The Solution
Advertisers must shift focus to cost-per-household reached, especially for niche audiences. Leveraging YouTube on CTV, which accounts for 47.2% of viewing time on the platform, can also help lower CPMs while maintaining impactful engagement.
Winning with MiQ
MiQ delivers 38% more efficient CPMs compared to DSP private marketplaces. With our advanced TV intelligence, brands can optimize targeting and make better use of their budgets during key events.
Frequency Efficiency: Avoid Overlap and Saturation
The Challenge
With the average U.S. household subscribing to four OTT apps, audience overlap can waste ad budgets. In fact, up to 64% of audiences are shared across the top five apps. Without the right strategy, advertisers risk overexposing certain audiences while under-serving others.
The Solution
Minimizing app overlap and leveraging detailed audience segmentation ensures balanced frequency distribution. For example, MiQ helped one client increase reach to underexposed households by 6.5% while reducing ad frequency to overexposed households by 22%.
Winning with MiQ
MiQ’s audience intelligence platform offers a complete view of cross-platform reach. This allows media buyers to precisely target households based on exposure, ensuring every ad impression counts.
Operational Efficiency: Solve Fragmentation and Gain Transparency
The Challenge
Fragmentation across platforms and supply paths complicates campaign management. With a 42% price difference between the cheapest and most expensive DSPs for the same deal, choosing the wrong path to an impression can lead to wasted resources. Moreover, app bundling and limited transparency can skew inventory allocation, with up to 82% of impressions concentrated in a single app.
The Solution
Advertisers need granular transparency into where their ads run. Through sophisticated supply path optimization, MiQ finds the optimal inventory mix for any campaign.
Winning with MiQ
MiQ provides 95% app bundle transparency, outperforming the market by 9%, and limits intermediary costs to just 8.11% of media spending. This guarantees advertisers control over their budgets and ensures their campaigns are running where they matter most.
MiQ’s Advanced TV advertising: Go beyond average
With the world’s largest TV data footprint and industry-leading technology, we’re helping brands activate winning strategies that deliver measurable outcomes.
Are you ready to unlock the full potential of CTV advertising? Download the full report to see how MiQ is solving CTV’s biggest operational challenges with unparalleled transparency and precision.
