Don’t Pigeonhole CTV As A Performance Channel, Says Needham’s Laura Martin
To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham’s Laura Martin.
To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham’s Laura Martin.
In recent years, Vizio has undergone a metamorphosis, transitioning from a hardware company to primarily a connected TV ad platform. Now, its biggest growth opportunities lie in programmatic ad sales and home screen monetization to sell more supply.
AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.
To relate with Gen Z, advertisers have to do more than just spend millions on a 30- or 60-second Super Bowl spot. They need to keep up online and social marketing before, during and after the game – and using influencers will help, too.
The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.
CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.
CTV advertising is evolving from prepubescent into a profitable industry, so expect the nascent trends of last year – namely, a focus on measurement and data, transparency, targeting and programmatic – to shape CTV’s next phase of life.
This was such a busy year in CTV land that we had to launch a dedicated newsletter just to keep up with all the trends, from measurement, currency, targeting and attribution to streaming data, identity, supply-path optimization and new ad formats – just to name a few.
2023 was the year live sports entered the streaming arena in full force, creating a new form of fragmentation in the process.
Recent conversations in the connected TV industry make much ado about performance. But what does it really mean for CTV to be a “performance channel”?