Millions of households have connected their televisions to the internet, challenging marketers to find ways to reach audiences who spend time with traditional linear programming or streaming video. Connected television gives advertisers tools that have been developed for digital advertising.
“Over the last two or so years, programmatic has become more at the forefront from a CTV perspective,” Kevin Weigand, vice president of partnerships, video and display, investment solutions at Dentsu Media US, said in this interview with Beet.TV.
“We have our traditional brand advertisers, who have been purchasing TV and CTV for quite some time, really understand and start to harness the powers of DSPs,” he said, “whether that’s for omnichannel optimization, insight into region frequencies, some more upper funnel brand metrics.”
Advertisers whose media buying is based on click-throughs and other digital are also moving into connected television.
“Some more of our performance clients who may have been activating within a DSP programmatically for quite some time…they’re finally understanding that CTV can become a performance channel,” Weigand said. “We’re starting to see kind of an inflection point of supply and demand, a lot of these partners are actually starting to see CTV become more of a performance channel that they can have their clients feel comfortable shifting into it.”
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