Connected television has exploded in popularity in the past decade as consumers seek greater flexibility in their viewing choices. Advertisers are following these audiences, but additional investment is needed for CTV to fulfill its potential as an interactive marketing channel, as attendees of the upcoming Beet Retreat Santa Monica will examine in greater detail.
“We’re going to need to see an increase in partnerships, in collaboration, in transparency if we really want to take connected television to the next level,” Cameron Miille, chief revenue officer of Publica by IAS, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
Greater collaboration is needed to tackle key challenges, such as improving the viewer experience for live programming, especially sporting events that have the power to reach mass audiences on linear television.
“The biggest challenge left is how to conquer live environments,” Miille said. “I think there are a lot of challenges in live that don’t exist in the rest of connected television. So I think being able to work on and conquer that, gives us an opportunity to knock the last leg that linear has a stronghold out, and give us the best possible option to win the war on eyeballs.”
Solving these challenges will open the doors for greater media spending on CTV.
“The last remaining stronghold that linear has is live TV,” Miille said. “And if CTV — and specifically being able to monetize in a programmatic environment — can conquer the challenges that sit within live, I think you’re going to continue to see a flood of eyeballs towards connected television, as well as a flood of dollars shifting to our ecosystem.”
You’re watching lead-up coverage for Beet Retreat Santa Monica 2024. This series and event is sponsored by OpenX, Publica by IAS, Snowflake & Spotter. For more videos from the series, please visit this page.
