The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up?
In 2011, three media devices captured 87% of consumer attention. Today, that figure has dropped to 65%, according to McKinsey. The fragmentation isn’t slowing down; it’s accelerating. Streaming services, social media, podcasts and gaming now compete for eyeballs, making traditional media planning feel like navigating with an outdated map.