Paramount launched a self-serve ad platform this week in the U.S. aimed at attracting new TV advertisers as traditional media companies seek to tap into growing digital advertising budgets.
Ad Age’s Post
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A new forecast from Advertiser Perceptions projects 16.2% U.S. ad spend growth for connected TV in 2024, boosted by political advertising and the Olympics. However, while still one of the fastest-growing media channels in the U.S., CTV faces competition for ad dollars from social media, where marketers are expected to keep investing against short-form video formats.
US CTV ad spend expected to surpass $20B in 2024
streamtvinsider.com
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Local TV advertising is projected to reach nearly $10B this year, according to research from Borrell Associates. Media brands have the opportunity to harness this market and tap into new revenue streams through relevant ads that resonate with audiences. Read more in TV Tech: https://lnkd.in/eqE8nJxP #LTN #localadvertising #tvadvertising
Study: Local TV Advertising to Grow 5.9% in 2024
tvtechnology.com
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Partner, Media and Entertainment at Vivaldi Group | Media Executive | Strategic Partner | Board Member
As TV ad revenues are expected to decline while digital media grows, Paramount’s approach breaks down traditional barriers to TV advertising and provides a user-friendly entry point for SMBs. The platform emphasizes TV’s unique ad features and will initially focus on performance metrics before expanding to include business impact measurement. #TVAdvertising #DigitalMedia #ParamountAds
Paramount’s new self-serve ad platform aims to bring smaller marketers to TV
adage.com
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"[...] As media types converge, valuable practices from TV can be applied to the digital (like Ad_Scheduling), and vice versa, with the opportunity to bring new ideas from digital to linear campaigns" #CTV #Addressable https://lnkd.in/gPVeaGyT
True Convergence: How Best Practices Translate from Digital to CTV and Linear
tvtechnology.com
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In just 6 weeks, we'll be entering the peak period where 60-65% of political ad dollars flood the market. For non-political advertisers, this surge can significantly impact CPMs, ad inventory, and overall campaign performance. What This Means for Your Ad Strategy: 🥊 Increased Competition: With a substantial influx of political ads, the demand for ad space skyrockets, leading to higher CPMs. 🛒 Ad Inventory Constraints: High demand can result in limited ad inventory. Plan and secure your ad spots early to avoid missing out. ⚙️ Strategic Planning: To navigate this period effectively, ensure your campaigns are well-optimized and flexible. Adjust bids and budgets as needed to stay competitive. Why CTV is Your Best Bet: Unlike linear TV, CTV advertising won't face the same inventory constraints during the political ad surge. With its vast and flexible ad inventory, CTV provides a more stable and efficient platform for your campaigns. Strategus is here to help you navigate these challenges. Don’t let the political ad surge catch you off guard—get in touch with us today! #DigitalMarketing #PoliticalAdvertising #CTV #ConnectedTV #OTT
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What a great piece in Ad Age about Paramount's new self-serve ad platform! 🤩 Our collaboration with Paramount Ad Manager will help eliminate the barrier to entry for new CTV advertisers. 💥 Check out more in the article below: https://lnkd.in/eCsuz7Dz #SocialCTV #smallbusinessmarketing #Paramount #CTVadvertising
Paramount’s new self-serve ad platform aims to bring smaller marketers to TV
adage.com
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Are your ads missing the mark on both CTV and linear TV? Our latest blog uncovers a crucial issue that's been plaguing campaigns across the board: frequency imbalance. Our recent analysis of TV political advertising revealed a trend that impacts non-political advertisers, too. Buying CTV like linear leads to the same frequency challenges as seen on linear. Over-serving ads to one segment of viewers, while completely missing others. This imbalance not only wastes budget but also risks alienating your audience. Ready to take control of your campaign's performance? #CTV #frequencyandreach #politicalads #wearemiq #programmatic
Frequency imbalance plagues political advertisers across both CTV and Linear TV, MiQ analysis finds
wearemiq.com
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📺 Stay ahead in the dynamic world of TV advertising! Dive into Effectv 2023 Comcast Advertising Report and gain actionable insights for modern multiscreen TV advertisers. Discover strategies to optimize your campaigns and reach your target audience effectively. Explore the report here: https://ow.ly/3ZLW50Qc7f1 #TVAdvertising #ComcastAdvertisingReport #MarketingInsights
The 2023 Comcast Advertising Report Is a Must-Read for Marketers
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Our Peter Ackerman discusses the shift in the media landscape and explains how PubMatic has innovated to support the future of CTV advertising for buyers and sellers: https://lnkd.in/eGtQDHAi
CTV Advertising That Drives Forecastable Revenue | PubMatic Blog
pubmatic.com
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CIO Advisory Partner | CTO | Technology Strategy | Corporate Strategy Innovation Selection Committee Member |AI & ML | Senior/Principal Quantum Computing Team Leader
Advertising spend on U.S. broadcast and cable TV is projected to reach $61.3 billion in 2023. Despite declining viewership, traditional TV has been found to be an optimal platform for storytelling ads. Advertisers can also target viewer segments on traditional TV, similar to digital marketing channels. Check out the graphic below for the top advertisers on traditional TV outlets, based on data from Nielsen. #TVadvertising #marketing #NielsenData
Ranked: The Top TV Advertising Spenders in 2023
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