What the World Cup and Black Friday Say About the Future of Ads
by Stephen Graveman
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With more and more people watching their favorite shows and movies through streaming and Connected TV services, many brands and advertisers are looking to the ever expanding digital streaming platform services to make that contact. In fact, 88% of marketing and media professionals believe that advancements in OTT marketing and Connected TV technology will accelerate the shift in ad spend from linear TV to digital in 2021.
According to The Trade Desk, big brands are starting to take notice of this shift. Their research reveals that 60% of linear TV ad buyers are planning to spend less at the upfronts this year. The Trade Desk attributes this change to the more data-driven technology available on Connected TV advertising platforms, which many advertisers are interested in exploring over the less flexible traditional TV business. Jeff Green, the chairman-CEO of The Trade Desk, explained that one client expressed that the upfront TV model is the most disconnected area of media and business today. So as advertisers, consumers and networks alike continue to transition to CTV platforms, marketers should also be looking into adding the flexible and performance-based capabilities of CTV advertising to their marketing mixes.
Read More: Connected TV vs. OTT
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