Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Before you get your sparklers and party plans together, get your campaigns ready to reel in those New Year’s resolution revelers.
5 Min Read
If 2023 is any indication, all signs (and data) point to up. By the end of this year, Connected TV advertising spend topped $21 billion and is set to increase by 27% to $26.92 billion in next year—also making it the biggest upward increase forecasted over the next four years.
Despite the macroeconomic factors threatening to dampen our spirits as we slide into the new year, there’s still optimism on the streaming front as more viewers shift their eyes to the Connected TV screen—surpassing cable for the first time ever in July. If anything, your new year’s resolution as a marketer should include adding Connected TV to your marketing mix. As they say, how you ring in the new year sets the tune for the rest of the year—and so, in this article we’ll cover how to set your campaigns up for success in 2023 and beyond.
We usually need to wait until January for research firms to compile data and publish each year’s top resolutions, however there tends to be a pattern year to year—and 2023 is not any different. At the start of this year, Statista released the top ten resolutions with a recurring theme of health and wellbeing topping the list.
As you could imagine, the start of the year is a big one for verticals like fitness, gyms, workout apparel, and even brands in the organization, planning, and home improvement space. However, dig below the surface and you’ll find that theoretically any brand can find its ‘home’ come January, since it’s also a popular time for people to take up new hobbies. Learn a new language? Have a goal to read at least one new book a month? Book a new trip to start using up that PTO? Or start learning a new sport? The list is endless.
If you’re wondering who to target your campaigns toward, take a look at some of the segments we highlighted last year to get started, as the same audiences apply. But don’t worry, there’s more where that came from—next month we’ll be releasing some more hidden gems for your New Year’s campaigns. Make sure to sign up for our email newsletter here so you’re the first to know.
If you want to get a head start in January, now is the time to start planning your New Year’s campaigns. Granted, you’re likely to be ramping up your Q4 promotions by this point (Black Friday and Cyber Monday are just around the corner, after all) but with a few clever tweaks you can have a brand new campaign up in no time. Here are some pointers to keep in mind.
You’re on the home stretch now with the biggest week/s of the year up ahead—and, with all eyes on the screen, it’s the time to make the most of the opportunity all the way through to January. Here’s to a successful end to the year and into next!