TV Advertising Strategies in 2023: The Evolution of Linear, Connected, Streaming and Video

Summary

What This Session Is About

As marketers fully lean into CTV, they’re evaluating how the channel has impacted their advertising mix and how they anticipate it will change approaches and strategies in the year to come. From creative and analytics to optimization, AI and RMNs, advertisers have many aspects to think about when refining their CTV campaigns. Drawing on the third in Digiday and MNTN’s annual series of State of the Industry reports, our 2023 research reveals that brands are shifting budgets to CTV in new ways, from channels they hadn’t significantly touched before (such as social media) and they’re making strides to solve the challenges of inventory fragmentation. From refining approaches to audience segmentation to scaling across disparate platforms more effectively — and with more dynamic ad creative — this session unpacks the state of CTV in 2023.

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