The growing audience for connected TV (CTV) programming is creating more opportunities for advertisers to reach consumers, especially younger people who have been early adopters of the latest video technologies. However, advertisers also face challenges in viewing activity.
CTV Has Room For Improvement in Ad Pods
Mike Baker, investor and strategic advisor
Differences in the way CTV and linear TV manage commercial breaks are driving a need for technical standards for advertising that will improve the consumer experience. The engineering of CTV apps and stream encoding are among the factors that need to be harmonized to avoid repeating ads in pods.
YouTube Drives Significant Share of CTV Viewership
Mike Fisher, vice president of advanced TV and audio at Essence
YouTube, the video-sharing platform owned by Google, is emerging as a viable alternative to other streamed programming as more households hook up their TVs to the internet. That growth has led advertisers to look for a combination of premium content and audiences within YouTube.
More Brands See CTV Opportunities on YouTube
David George, CEO of Pixability
The pandemic led people to spend more time at home while driving a significant shift in viewing habits. As YouTube’s viewership has grown, more brands are adopting the video-sharing platform as a bigger part of their strategies to reach consumers.
CTV Ads Help to Drive Purchase Intent
Grace Smith, senior digital marketing manager at Saucony
Saucony, the sportswear brand owned by Wolverine World Wide, reached new audiences with a CTV campaign that helped to drive higher purchase intent. About two-thirds (65%) of consumers who bought Saucony’s products after seeing its ads on Amazon Fire were first-time customers.
CTV Success on YouTube Takes Know-How
Tony Weisman, advisor and board member; former CMO of Dunkin’
“It’s no longer a question about whether or not you’re going to invest in YouTube,” Weisman said, “but are you going to do it smartly, or are you going to do it with somebody who can really make sure that that investment is wise? Or are you just going to take your chances? And I would not advise anyone to just take their chances.”
Brand Suitability More Nuanced Than Safety on YouTube
Matt Duffy, CMO of Pixability
While YouTube is mostly a brand-safe platform, advertisers still need to consider whether its content is also suitable for their campaigns. Pixability found in a survey that many advertisers rely on third-party vendors to help understand brand suitability.
Consumer Intent Emerges as Key CTV Audience Signal
Rob Norman, advisory board member for Pixability
“We’ve become familiar with the Amazon walled gardens and the Facebook walled gardens, but we’re about to become familiar with device-led walled gardens, operated by people like LG, Samsung, and Vizio,” Norman said. “The use of identifiers in the TV market is evolving at really quite a space. What I’m hoping people are going to do is to stand back and look at other forms of signal other than identifiers.”
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