Spaceback’s Post

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.

-Identity & measurement in CTV advertising is a mess -We don’t lack tech to fix it -Solving for small advertisers at scale might get us out of the mess we’re in https://lnkd.in/etPHYGhc

Connected and over-the-top TV can precisely target audiences, reach people who are engaged and have opted in and meet full-funnel goals, a survey from Premion and Advertiser Perceptions found, factors which contributed to 61% growth in planned spending among advertisers. Commercials on OTT and CTV extend linear TV strategies for 80%.  https://lnkd.in/g5pzBTXa

Media buyers and agency bosses, including GroupM Australia & New Zealand's Aimee Buchanan, Spark Foundry Australia's Lucie Jansen & Avenue C's Will Chapman were impressed by Paramount Australia & New Zealand's upfront event and, in particular, Paramount Connect. The industry has long been calling for a single audience buy across Total TV ecosystems, and Paramount will become the first to connect inventory across its BVOD 10 Play, SVOD Paramount+ and AVOD Pluto in January. It promises a single view of an audience that allows marketers to target and reach consumers more effectively and efficiently. However, there are questions about pricing, and in particular how blended CPM will work in reality. As one buyer said, marketers are happy to pay a premium for premium inventory at scale, but not for Paramount's long tail. How Paramount converges and prices different types of inventory will need to be worked out with agency partners in the weeks ahead.

How to navigate fragmentation in CTV Advertising https://lnkd.in/dQntesni

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

https://lnkd.in/eqXXSH8T Premium long form video - and 30 sec, unskippable, ad formats with 95% + viewability, perform… And they have proven that to major brands for decades. Paramount Advertising, behind Emily Huo and Luke Peng who lead our SMB team, are commited to making this format and its level of performance available to the SMB segment of American businesses that are looking to expand beyond social platforms - but with the same level of ease and the same successful outcomes. The growth of CTV viewing has made this a real possibility today…

Unlock new opportunities & maximize reach with CTV. ~94% of US households were reachable through programmatic CTV advertising in 2022. ▶️ https://buff.ly/3qrgmIa #ctvadvertising #ctvtrends #ctvads #ctvadvertisingtrends

The #connectedTV identity landscape has changed — in that there is one now. With the third-party cookie’s demise spurring web publishers’ and advertisers’ adoption of universal identifiers like The Trade Desk’s Unified ID 2.0, the extension of those universal IDs to #CTV creates an opportunity for advertisers to similarly target their CTV campaigns and for CTV ad sellers to get advertisers to bring more of their online ad dollars to the TV screen. In this piece by Tim Peterson, we speak to Jennifer Hess of Fubo, Reed Barker of Philo, Melanie Brown of Tubi, and Tyler DeNicola of A+E Networks.

CTV = Connected TV = Smart TV that connected to internet access to OTT & YT. 15% of Total OTT users watching from CTV in Malaysia. The numbers are growing definitely and convert these eyeballs to sales / engagement now.