By Ken Barbieri, SVP, Business Development, Affinity Solutions
I just returned from a busy week at CTV Connect where the rapid evolution of CTV advertising was undeniable. Powered by data, AI, and a deep understanding of the viewer experience, CTV advertising presents a tremendous opportunity for brands to connect with audiences in meaningful and measurable ways. Why? Check out my 5 takeaways to stay ahead of the CTV curve.
- CTV is no longer “ready for takeoff” – it’s soaring.
CTV has been in the headlines for years, but it’s no longer about what brands could potentially do in the future, it’s about what they are doing now. That is: significantly shifting ad spend from linear TV to CTV, and demanding better data, measurement, and transparency.
As CTV continues to grow, we will inevitably see continued consolidation across ad tech players and streaming services, the focus on measurement will intensify, and the reality of what’s possible with AI will become clearer. - Data and measurement are crucial to driving optimal outcomes.
Brands want unified measurement, transparency, more detailed reporting, and assurances of privacy protections. First-party data is invaluable for reporting on these metrics, but several discussions noted the power of adding additional deterministic data to offer more robust advertising insights and more accurate measurement. Fragmentation and inconsistent reporting across platforms – a persistent challenge for all – is poised to start seeing progress and brands demand greater transparency and more universal standardization of measurement currencies. - AI is leveling the playing field.
Big brands – with big budgets, vast first-party data, and established infrastructure and partnerships – have historically dominated the CTV space. But the evolution and widespread adoption of AI has helped SMBs compete. Some are using it to help create high-quality ads while others are leveraging it to improve audience segmentation, real-time campaign optimization, creative personalization, and frequency management. If you’re not embracing a critical component of innovative CTV strategies, you’re already behind. - In the era of shoppable TV, context and content are crucial.
Part of the growth and enthusiasm for CTV is because it holds promise as a direct shopping channel. Retail media networks are eager to expand their influence despite challenges like refining user experience and reducing friction in shoppable TV. The need for greater focus on content and context is increasingly important for brands looking to engage audiences. Personalization is more important than ever. As a result, brands are looking to move beyond reach metrics to focus on performance-based KPIs (e.g., installations, sales). - You scream, I scream, we all scream for live sports!
Live sports are a significant driver of CTV growth – and it’s not just major leagues in traditionally popular sports. Part of the growth stems from the ability to provide more exposure to niche, women’s, and college sports, across geographic regions – something linear TV simply cannot do. The potential here for leveraging personalized, interactive content to drive outcomes, is huge.
Why It Matters
Navigating the complexities of the evolving CTV landscape requires collaboration and a commitment to innovation. The insights from CTV Connect highlight the importance of data and measurement, AI, and contextual relevance. By working together, advertisers, platforms, and technology providers can unlock the full potential of CTV and create a more engaging and effective advertising ecosystem.
