CTV is About to Transform Political Campaigns

Tom Cheli, Chief Strategy Officer, Madhive, discusses how Connected TV (CTV) is set to revolutionize political advertising. According to EMARKETER's forecast, CTV penetration will exceed 80% among 25-to 54-year-olds and 75% among 12-to 17-year-olds in 2024. Additionally, 1 in 3 U.S. users subscribe to free ad-supported TV streaming services (FAST), indicating a willingness to accept ads in exchange for free content.

Why the 2024 Olympics Are a Bigger Opportunity for Advertisers Than Ever

The Olympic Games represent the absolute pinnacle of advertising events. Exciting, triumphant, and inspiring, there's simply no other shared TV experience quite like it. Adam Shapiro of New York Interconnect explains why, in 2024, particularly for U.S. advertisers, the opportunities have never been richer.

Real-time Interactivity: the Missing Monetization Piece for Emerging Streaming Businesses

The streaming business is more competitive than ever. Amid a proliferation of content and viewing devices, battling for consumer attention is tough. Keeping it is even harder. In a market where profitability and engagement are key, real-time interactivity has emerged as a streaming powerplay that can turn passive viewers into active participants and revenue game-changers. But here's the issue: the cost barriers associated with delivering high-quality video are preventing many emerging streaming companies from experimenting with interactivity. Hunter Hillman of Livepeer Studio discusses ways providers can sidestep these barriers to unlock real-time interactivity.

AI: The Secret Weapon for FAST Channels Competing in a Crowded Market

The landscape of Free, Ad-Supported Streaming Television (FAST) channels has significantly shifted in the last 12 months. Once dominated by niche content providers, the market has witnessed a surge in activity from major studios and broadcasters. This influx of premium programming has brought a new level of competition, forcing FAST channels to adapt and optimize their offerings to stay afloat.

The Era of AVOD: Which Metrics Matter Most?

In the era of AVOD, Jeffrey Johnson, Senior Director, Supply and Demand at Verve Group, breaks down which types of metrics matter most, categorizing them by engagement, visibility, and performance.

The Future of CTV Will Be Powered by Commerce Media Data

Victor Yakovlev, Associate Director, Product Marketing, PubMatic, discusses how there are two rising superpowers in the digital marketing space right now, and they're not competing. They're converging, and he outlines why that's fantastic news for marketers.

Navigating the Streaming Seas: Paramount's Bold Moves and Future Challenges

In the ever-evolving landscape of streaming media, Paramount's Q1 earnings call revealed a complex picture with a myriad of opportunities and challenges. Amidst shifts in leadership and speculation around strategic mergers, Paramount stands at a crucial juncture. Dan Goman, Founder and CEO of Ateliere, writes discusses how their recent maneuvers will undoubtedly have major repercussions for the global streaming industry.

It’s 2024, Do You Know Where Your Customers Are?

Reaching the various viewers, listeners, and consumers of your media isn't just about your main channels anymore. You have to find ways to engage them where they are, no matter how they want to communicate. In 2024 that involves mobile apps, web apps, websites, streaming apps, other streaming services, and more. It also includes the people providing access to your content - mobile carriers, internet carriers, and cable providers.

CTV Is on the Verge of Fulfilling Its Creative Promise

Creator-driven ads, full-fledged dynamic creative optimization, and real-time contextual information are coming for Connected TV

Despite the Boom, Biddable CTV Has Some Big Problems to Address

While CTV clearly has great potential, promising a blend of the dynamic, real-time benefits of digital with the brand-safe, lean-back-and-enjoy experience of linear TV, Geoff Wolinetz of OpenX believes that biddable CTV needs to address two key problems: ad fraud on the open market and a lack of standardized measurement protocols.

Navigating the Dynamic World of Personalized Advertising for Video Streaming

In today's video streaming landscape, the quest for effective advertising has led to a paradigm shift toward dynamic ad insertion (DAI). This cutting-edge approach enables advertisers to target specific audiences with tailored content, maximizing engagement and revenue potential. As the streaming industry continues to soar, DAI is a game-changer, promising enhanced monetization and viewer experiences.

Considerations for Providers Shifting from QAM to IP Video Delivery Networks

Traditional, controlled broadcast environments are being replaced by dynamic, complex ecosystems where multiple applications and services must coexist harmoniously. The challenge is to maintain the quality of a provider's main service, like linear TV with dynamically inserted ads, while accommodating the diverse requirements for and potential interference from third-party applications. Yoann Hinard of Witbe discusses the challenges faced throughout this process, including remote monitoring, dynamic ad insertion, and QC testing across devices.

Unlocking Contextual Targeting Opportunities on CTV

TV is being digitized at an interesting time on the digital advertising timeline. Just as advertisers are able to target audiences on the big screen, their favorite approach - third party cookies - are going away. This is inconvenient, but David Naffis, GM of CTV at Kargo, argues that it's also a catalyst to force advertisers to test and perfect other targeting methodologies on CTV. One of the most promising is contextual targeting.

The Premium Environment Advantage in CTV Advertising

A joint study by Vevo and Channel 4 found an almost 50% rise in consumers with a notable preference for premium television content. Roxanne Harley, Director of Client Strategy at Azerion, explains how advertisers can adapt to this consumer preference shift and optimize ad placement strategies within CTV environments to impactfully and accurately reach incremental, addressable audiences.

The Rise of the Ad Tier: How Streaming Business Models Determine the Content We Watch

In the pursuit of catalyzing profit, large video streaming companies have been radically altering their approach to growing top-line revenue and curtailing costs for some time now, be it through layoffs, password-sharing crackdowns, licensing of catalog content to rival streamers, and, notably, the introduction of advertising tiers.

Quality and Quantity: Why Curation is Table Stakes for CTV Advertising Success

Curation has promised to simplify and refine programmatic trading for many years, yet it has struggled to take off in a digital ecosystem where buyers are largely content maximising scale and minimising CPMs. But in CTV, where prices are high and supply is low, curation has emerged as table stakes to navigating advertising's newest premium channel.

Record U.S. Election Spending in 2024 Will Generate New AdTech Innovations

The 2024 election is expected to drive record ad revenue, with some estimates putting the total at over $10 billion. This would make the 2024 election the most expensive in US history, surpassing the 2020 election, which saw $9 billion in ad spending. Dave Dembowski of Operative covers how new technologies to effectively segment, deliver addressable ads, and increase digitalization of TV buying make it easier to target local markets and audiences and what complexities come with this.

Strategies That Make AI-Powered Virtual Product Placement Soar

Virtual Product Placement (VPP) is an excellent new type of CTV and streaming ad placement. Stephan Beringer, CEO at Mirriad, discusses best practices for advertisers to follow for it to work well.

The (R)evolution Will Be Streamed: Shoppable TV in Our Living Rooms

Max Heiderscheid of UIC Digital writes about the opportunities that shoppable TV brings and what challenges lie ahead in weaving together the fabrics of content and commerce within the sanctity of our living rooms.

What the DTC Marketing Playbook Will Bring to CTV Advertising

In the ever-evolving advertising landscape, Direct-to-Consumer (DTC) brands are revolutionizing Connected TV (CTV) advertising by applying their refined, high-performance marketing strategies from social platforms. Mike Hauptman of AdLib unveils how DTC brands are transforming CTV advertising, merging their tried-and-tested tactics with data-driven insights to engage audiences more effectively and precisely than ever.