Publicis Health Media’s Post

The TV ad market 2023 experienced dynamic changes, marked by a shift towards streaming and FAST/CTV channels. Various industry challenges, including the Hollywood strikes and a softer ad market, accelerated this shift. Sports and live events gained prominence, attracting significant advertiser investment and becoming critical inventory. These developments reflect a substantial evolution in TV advertising, adapting to new consumer behaviors and technological advancements. #CTV #DigitalAdvertising #ConsumerBehaviors https://lnkd.in/e8mdCB25

What is really possible today in programmatic CTV advertising? Paul Gubbins, Publica By IAS VP Strategy discussed this on stage with Katie Coteman GVP, Head of Advertising Sales & Partnerships Warner Bros. Discovery at Advertising Week Europe recently. Watch their full conversation below.. 🎬 #CTV #Streaming #AVOD #FAST #BVOD #SVOD #Programmatic

"Connected TV advertising is undergoing a transformative phase, driven primarily by the shift away from traditional television viewing towards more affordable streaming options. This shift is reflected in the significant growth of CTV ad spending, which has seen a 400% increase since 2019. By 2024, it’s projected to rise by 22%, and by 2027, it’s expected to reach over $41 billion. The evolution in viewing habits has set the stage for CTV to become a dominant force in the advertising industry, offering an unparalleled opportunity for performance marketers to tap into this expanding market." https://lnkd.in/d3DZSfKm

We are excited to share insights into the evolving landscape of Connected TV (CTV) advertising. Check out our latest blog post to learn more about the nuances of CTV SPO and how it's reshaping the future of digital advertising: https://lnkd.in/gY6DDDw5 Key Takeaways: 1️⃣ CTV SPO mirrors its counterpart in display advertising but with unique intricacies tailored to the streaming television ecosystem. 2️⃣ Advertisers stand to benefit from optimized supply paths, driving tangible results and minimizing exposure to fraudulent activities. 3️⃣ Demand Path Optimization (DPO) empowers CTV publishers to cultivate stronger partnerships and command higher yields. Join us on the journey to unlock the full potential of CTV advertising! 💡 #CTV #SPO #DigitalAdvertising #LevelxTV

With a small set of 20 publishers commanding 95% of all CTV impressions, is programmatic the right match for connected TV? The rise of ad-supported streaming mimics early digital advertising fragmentation. While programmatic offers quick access to numerous channels, much of the ad spend doesn't reach publishers, highlighting inefficiencies. Direct technology relationships between advertisers and publishers are key. By cutting out intermediaries, costs are reduced, and brand safety is enhanced. The programmatic approach must evolve to meet the demands of the CTV market. Read Philip Inghelbrecht's most recent piece on the Association of National Advertisers from the link in the comments.✌️ #AdTech #CTV #ConnectedTV #ConvegentTV #ProgrammaticAdvertising #DigitalAdvertising

The fusion of content and commerce will redefine the viewer experience. CTV devices are likely to become the household's central digital hub and streaming services who want to appeal to advertisers need to invest in measurability. Read my 2024 predictions in Streaming Media Magazine: https://lnkd.in/eu6z-SkK #connectedtv #ctvadvertising

By 2025, CTV will account for all growth in the converged TV market, according to EMARKETER forecasts. As more viewers migrate to CTV, measurement strategies need to evolve—and fast. Download a complimentary copy of our analyst report, "Ad Measurement Trends H1 2024," presented by Cint. Explore Insights: https://lnkd.in/gMbsBNis #Nielsen #CTV #admeasurement #TVadvertising #upfrontweek