5 Reasons To Start Taking CTV Seriously https://ift.tt/2Oi4bsd
By this time next year, the 25 million households across the country that own connected TVs (CTV) will think nothing of shampoo ads gracing their screens as they settle down in front of "American Horror Story" Season Nine. The idea of CTV advertising may have recently caused ripples in the media world and beyond, but rumours that Amazon is on the cusp of serving ads and Netflix is close behind are rapidly gaining momentum. CTVs -- meaning anything ranging from smart TVs to streaming devices to game consoles -- offer a kind of advertising that falls somewhere between traditional TV commercials and digital ads. Guaranteed to be full resolution, I have recently seen them called "lean-back branding experiences," which certainly hints at their vast cinematic potential. And with promos for Netflix series currently being served between episodes, here is why brands in the UK should now be preparing themselves for this genuine opportunity:
With ticks in the boxes for viewability, recall and targeting, the opportunity is clear. But there are still a few hurdles to overcome before CTV becomes stratospheric. Quality inventory is still relatively limited and fragmented, with many ads being privately sold and not yet served across the major broadcasters. And the age-old issue of measurement is also a stumbling block. The industry is currently undecided on how to best track activity, which means it is currently difficult to justify investment decisions. However, Nielsen and SpotX have been undertaking some interesting trials in the US over the last couple of months. So brands should be poised and ready to embrace the CTV advertising opportunity. The medium will grow rapidly as soon as the big players like Netflix and Amazon Prime push the button, which is surely only a matter of time. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 28, 2018 at 06:09AM
0 Comments
Leave a Reply. |
CategoriesArchives
April 2023
|