CTV advertising is evolving from prepubescent into a profitable industry, so expect the nascent trends of last year – namely, a focus on measurement and data, transparency, targeting and programmatic – to shape CTV’s next phase of life.
This was such a busy year in CTV land that we had to launch a dedicated newsletter just to keep up with all the trends, from measurement, currency, targeting and attribution to streaming data, identity, supply-path optimization and new ad formats – just to name a few.
2023 was the year live sports entered the streaming arena in full force, creating a new form of fragmentation in the process.
Recent conversations in the connected TV industry make much ado about performance. But what does it really mean for CTV to be a “performance channel”?
Estate Media hopes to hook viewers with content featuring influencers in the real estate industry who have a strong online following but lack the scale or resources to produce profitable content on their own.
ClashTV, an online and mobile livestreaming platform, wants to be a home for high-action, clippable sports such as streetball (a type of basketball played outdoors) and mixed martial arts.
TV programmers have been fighting against macroeconomic constraints and the Hollywood writers’ and actors’ strikes, both of which reduced ad revenue growth over the course of this year. Now, programmers are starting to recover some of their losses.
HP is using The Trade Desk’s UID2 product to improve targeting for CTV buys in a way that passes the privacy sniff test.
Subscriber retention is trending on Netflix right now. Ads have become a key aspect of Netflix’s strategy to retain users by offering a lower-cost option – and, so far, the approach seems to be working.
The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.
