SANTA MONICA, Calif. – Connected television is in its infancy compared with decades-old linear television, and its ultimate success as an advertising medium will depend on a dynamic mix of influences. Two key components will be data usage and the viewer experience.
“How CTV platforms use data, what integrations they’re looking at, who are they integrating data with — that’s super important,” Denise Ocasio, executive director of investment at WPP’s Mindshare, said in this interview at the Santa Monica Beet Retreat with Beet.TV contributor Rob Williams.
Aside from helping advertisers to integrate their first-party customer data with audience data, CTV apps will have to be mindful about keeping an ad load that doesn’t annoy viewers.
“Roughly now we average about five minutes per hour of commercial ads,” Ocasio said. “Is that going to change? Are the economics going to change? Are we going to look at a little bit more clutter in that environment? And how much will a consumer actually absorb and be okay with?”
Because CTV relies on the internet to receive content, it has the power to be more interactive. This capability ideally means it can work as a full-funnel medium from brand awareness down to a final sale.
“CTV is delivering both ends of the marketing funnel at this point,” Ocasio said. “We have the right tools to really set up how we want to measure brand and performance, and at the back end, really seeing how that might convert to a sale is super important for all of our clients.”
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