ExchangeWire&OpenX：2023-2024年欧洲联网电视、目标受众定位与可持续发展报告（英文版）

The proportion of advertising campaigns run via CTV is set to increase substantially in the next two years, with 79% of respondents stating that at least four-in-ten of their campaigns will be run on CTV in the next 24 months, versus 43% of respondents currently. This growth is reflected across all surveyed company types and markets, though CTV will form a more significant proportion of the media mix within Germany, with 90% of respondents reporting that a medium-high (41%–60%) or high (61%–99%)