General Motors is shifting "significant" dollars to advertising on connected TV, said Chief Marketing Officer Deborah Wahl.
"We think there is enormous potential," Wahl said during an interview last week at CES. "Just this year, our [connected TV] budgets have increased by 66 percent. It represents a significant portion of our overall media investments."
Connected TV — which refers to platforms such as Hulu and Roku — is expected to lure more than $10 billion in advertising by 2021, according to an eMarketer forecast. Of course, that is still just a fraction of the $70 billion TV ad marketplace.