LAS VEGAS – The media marketplace is ripe for consolidation after becoming even more fragmented in the past few years. The explosive growth of connected-television apps and the variety of businesses that sell advertising, including retailers, airlines, hotels, banks and ride-sharing providers has given brands more touchpoints with consumers.
“We’re going to see a lot more consolidation in CTV and the platforms. There’s a lot of fragmentation today, and we’re seeing a lot more across how people consume content coming together,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview at CES 2025 with Lisa Granatstein, editorial director of Beet.TV.
As consumers sign up for a broader range of streaming services, many are trying to save money by subscribing to ad-supported tiers with lower fees.
“From a consumer perspective, when you see the ‘brought to you by’ and the ads are at the beginning and the ad load is lower, but there’s a little bit more to go through,” Giacosa said. “Consumers are more receptive to that. They understand that there is a pay to play. This is actually saving them money on a subscription.”
CTV Commerce
Because streaming services rely on an internet connection to reach smart TVs and mobile devices, they can support interactions with viewers including shopping.
“We’re seeing a lot more of commerce and CTV come together, being able to make those moments shoppable, not just in the ad breaks, but also in the content that people are seeing,” Giacosa said.
Artificial intelligence has given brands more insights into how their ads appear within the context of surrounding content.
“When you then overlay and add a layer of AI with that so that you can understand the contextual content and then bring that to life in the ad breaks — that makes things a lot more contextually relevant, and it also delivers more on the business objective as well,” she said.
You’re watching “Rethinking the Open Internet”, a Beet.TV Leadership Series at CES 2025, presented by Teads. For more videos from this series, please visit this page. You can view all of our CES 2025 content here.
