Connected TV (CTV): Resources

Truly creative ad formats live in the shadows, limited not by demand or interest but because they don’t scale. There are countless examples of remarkable ad experiences built by publishers or platforms that engage and captivate audiences with custom content or formats. But here’s the thing: Their reach is often limited — not because of a lack of interest — but because companies are trying to keep them as proprietary products.

The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement framework to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.

On the surface, Sofia Coppola’s Lost in Translation is about two foreigners navigating a place where they don’t speak the language. However, the real message is that even when people share the same words, the real meaning can still be lost as it is translated into different personal contexts. That’s exactly what’s happening in advertising today.

Revry’s LGBTQ+ Streaming Audience Insights highlighted the engagement and loyalty of LGBTQ+ audiences on FAST platforms and Connected TV (CTV). The study's Quick Service Restaurants (QSR) and Fast Casual data shows that LGBTQ+ friendly brand messaging and advertising significantly influences their choices.

By focusing too heavily on immediate outcomes, marketers risk missing out on CTV's broader, long-term advantages.

While contextual targeting isn't a new concept on connected TV, innovative technologies are paving the way for fresh approaches to how it's done. In this webinar, thought leaders had an insightful conversation around what some of these innovative advertising strategies on CTV look like.

A funny and inevitable thing happened on the way to streaming nirvana: the market quickly saturated, and now the narrative has shifted to the so-called "Great Re-Bundling," or merging, combining, and forming alliances among the various media providers — just like the cable era. As the industry sorts itself out, marketers need to deploy a platform-agnostic approach to their advertising spending.

As the popularity of streaming grows, shoppable ads — TV spots that allow consumers to research or buy products directly through the ad — present a remarkable opportunity for CTV advertisers, especially with the approaching make-or-break holiday shopping season.

Behavioral audience segments and action-based outcomes are the future of TV targeting and measurement respectively. Brands want to tell a story to the right audience at the right time and measure the impact of those stories. By adding data to the storytelling capabilities of TV advertising, brands can now achieve this goal.

Connected TV (CTV) advertising holds a lot of promise. At a time when brands are seeking privacy-conscious alternatives amid the phasing out of third-party cookies – and viewers are continuing to flock to streaming in droves – the opportunity for advertisers to reach new audiences on the big screen is ripe.

Working with CTV inventory for the past few years, I've found that there are some telltale signs to watch for, best practices that need to be put in place, and a few extra relationship-building steps that are enough to cut out almost all CTV fraud completely.

Consider someone browsing online and being served an advertisement for their own internet provider. The advertisement in question has not reached a prospect, the consumer has no defined action to take and rolls her eyes at the lack of personalization from her provider, and at that moment, the exchange becomes a marketer’s worst fear — a waste of everyone’s time.

As TV approaches its fully digital future, many brands, agencies, and publishers fear the same problems that have plagued the online advertising ecosystem will now encroach on connected TV (CTV). Is there a way to ensure the sins of digital media won't impact the CTV advertising ecosystem, too?

In this report, Marketing Architects identifies top challenges facing advertisers when measuring TV’s effectiveness and provides a playbook for solving them.

Healthcare and manufacturing are the two industries whose interest in CTV has spiked most in recent weeks, and they’re neck-and-neck, followed closely by education, software, and business services, as measured by Bombora Company Surge.

The growth and evolution of OTT and CTV offer brands new and exciting opportunities to reach and engage their target audience. This guide offers a foundational introduction to OTT and CTV that will give you a competitive edge.

CTV will be a great channel for brands that understand the economics of performance marketing, fine-tuned targeting, and emerging ad mechanisms like shoppability. And DTC brands are known to excel in all three of these categories.

Brands are turning to streaming and other advanced TV formats en masse, looking to reach consumers who may or may not be accessible via cable with TV creative and the engagement that it brings. This comes with the added promise of the dynamic targeting capabilities marketers have come to expect from digital advertising.

Fraud has long plagued the digital advertising landscape, siphoning off vast sums of money. As we delve deeper into the realm of connected tv (CTV), we see that it's not impervious to the cunning tactics of fraudsters. With advertisers increasingly gravitating towards streaming platforms, opportunistic fraudsters have followed.

Comcast Advertising shares why it believes authenticated addressable TV advertising may finally answer the age-old question: What part of my marketing spend is actually working?