Get To Know Connected TV’s Built-In Brand Safety
by Jaci Schreckengost
4 Min Read
Your destination for the latest CTV stats, trends, and insights.
3 Min Read
There’s nothing like a little retail therapy — and it looks like streaming platforms are very aware of that fact. A new eMarketer article suggests the future of television lies in symbiotic retail media partnerships, judging from the surge experts are anticipating in US retail media CTV ad spend. Forecasts are projecting staggering growth, from $813 million currently to a massive $5.63 billion by 2027. eMarketer cites a number of reasons for this shift: retailers are expanding their horizons with off-site ads, streamers are harnessing first-party data for precise ad targeting, and brands are going beyond conventional search ads and diving deeper into the customer journey.
These innovative partnerships are expanding rapidly, popularity-wise, as retailers and streaming platforms work together through CTV advertising deals. Roku in particular stands out as a major player — they’ve established strategic alliances with industry giants like The Kroger Co., Instacart, and Best Buy. Meanwhile, Walmart and NBCUniversal have also collaborated to tap into the potential of retail media CTV partnerships. For these retail brands, other channels can’t serve both branding and performance goals like CTV ads can. As this landscape evolves and retail media giants continue to shop deals with streaming platforms ‘til they drop, the growing complexity and interconnectivity of the retail media CTV partnerships will help foster innovation and ultimately reshape the television landscape.
Connected TV and Social Platforms Remain Resilient With Advertisers
The transition from traditional TV viewing to streaming has arrived. But, there’s a challenge that lies at the core of this mandate that every other CTV service is trying to figure out: discoverability.
Seasonal Breakdown: Holiday 2023 – Add Connected TV to Cart in Q4
You’re on your way out the door for your OOO, so you probably think you’re off the hook for holiday campaign planning. But Q4 will be here before you know it—and the research says you’re going to want to get started now.
Comscore: Ad-Supported Household Connected TV Streaming Increased 21%
Media Play News
Comscore has reported a 21% increase in the number of hours streamed by households with connected televisions, rising almost 2 billion hours year-over-year to 11.5 billion through May.
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