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.
The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.
Roku announced two new ad formats to help brands get in front of both ad-free viewers in addition to people streaming with ads. The new formats are interactive, and will be shoppable where applicable later this year.
Startup Telly announced it’s giving away 500,000 smart TVs completely for free to the first 500,000 folks who sign up on its website. Signups for the TVs include an agreement that customer data can be used for targeted advertising.
Tying ad spend to conversions by making ads actionable is one sure way to measure ROAS more effectively. To that end, many brands are turning to solutions like shoppable TV ads.
NBTV is part of a growing trend of content studios producing long-form sponsored video for advertisers. Its channel Spirits Network works directly with brands on sponsored video content with shoppable ads that highlight specific spirits and liquor products on-screen and link directly to an ecommerce page and checkout option.
Connected TV marries a century-old piece of technology (television) with the capabilities of the internet. This presents an interesting challenge when we think about where CTV belongs in a marketing funnel, writes Andrew Mullins, director of programmatic at Realtime Agency.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. As Far As The Eye Can CTV Connected TV feels like it has reached a critical threshold to become a major programmatic revenue driver. But it hasn’t. Industry consultant Mike Shields writes that an unnamed media exec recently threw cold water on CTV optimism. […]
Roku is bullish on shoppable video. The idea of television commerce isn’t new, of course. QVC, HSN and infomercials, anyone? But the technology exists today to breathe new life into the opportunity, says Peter Hamilton, Roku’s head of television commerce, on this week’s episode of AdExchanger Talks.
Television does drive sales lift, although the impact usually isn’t immediate. Broadcasters have been trying to change that for a long time. Until recently, however, the reality of shoppable TV has lagged far behind the idea. Publishers are busy exploring interactive TV ad formats, from QR codes to clickable overlays – but are advertisers buying in?
