So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Your destination for the latest CTV stats, trends, and insights
2 Min Read
As people continue to spend more time in front of their personal screens than ever before, the desire for premium video content has grown. And according to a new survey from Tivo, many consumers wish that there was even more free content for them to watch (shocking, right?). In fact, 79% of streamers would rather use free, ad-supported content than subscribe to another paid streaming service. With consumers more money-conscious than ever, 83% of those surveyed said that cancelling paid services and switching to ad-supported content is a good way to save money.
This presents an interesting opportunity for marketers – CTV ads are non-skippable and offer detailed audience targeting, giving advertisers an edge over linear TV advertising capabilities. And with the measurement capabilities of Connected TV allowing advertisers to break down the performance of their campaigns into the metrics that matter most, this channel brings the accuracy of digital reporting to the big screen. Ultimately, as audiences continue to migrate to ad-supported streaming services, there’s an enormous opportunity for marketers to leverage CTV as a major part of their ad strategy, be it for awareness, or direct-response.
Strategically Leveraging the Power of Connected Television
Streaming and connected TV devices exploded in 2020 as more consumers stayed home and cut the cord. In order to get full reach, brands cannot rest on just linear television buys alone – they must also lean into connected television.
How Advertisers and Content Services Are Keeping Up With Modern Connected TV Audiences
Like television itself, the TV advertising space is evolving. This panel from the Variety Upfronts discusses succeeding in marketing for modern connected TV audiences.
Is Amazon Going Big Or Small In Its $9 Billion Deal For MGM?
With its announced $8.45 billion deal for MGM, one wonders whether this is just a start of Amazon’s deal-making for more media assets – or if, in addition, it might also ramp up individual new mega-deals with big-time movie and TV producers.
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