a Beet.TV Leadership Series presented by
Connected TV (CTV) advertising is set to reach nearly $35 billion in spend in the U.S. by 2025, with an increasing share of dollars flowing through programmatic. As with any growing market, there are plenty of challenges and opportunities — and today those lie in the manner, channels, and standards by which CTV media is bought and sold.
How are CTV publishers and streaming services tackling these challenges and opportunities, to achieve revenue objectives while delivering a high-quality, premium ad experience to viewers? How are media buyers planning and transacting in CTV — and across TV screens more broadly — to drive marketing impact? Why is the standardization of program-level metadata, ad podding rules, and competitive separation practices so important in CTV?
This will be the theme of a new video series published by Beet.TV in partnership with Beachfront.
Proposed Themes & General Questions:
- What role does advertising play in the viewer experience as a whole for connected TV?
- There is a perceived trade-off between achieving revenue objectives and a high-quality viewer ad experience. How are CTV publishers effectively delivering on both?
- Why is inventory transparency, specifically program-level metadata and pod position, so important in connected TV media buying and selling?
- As traditional linear TV and connected TV converge, what can each ecosystem learn from each other in terms of the way media is transacted and advertising is delivered?
- From an advertiser’s perspective, what are some of the big challenges and opportunities facing media buyers in Connected TV and TV more broadly?
- What role does ad break configuration play in the viewer experience, and what value does dynamic ad podding unlock for media buyers and sellers?
- Why are business rules like competitive separation, ad deduplication, and ad adjacency so important in CTV, particularly the portions bought and sold programmatically ?
- How big of an issue is ad fatigue and creative wearout, and how are CTV publishers and advertisers best managing these challenges today?
- Amid a paradigm shift in media sales, how are CTV publishers managing direct-sold and programmatic efforts? What role do unified auctions and ad decisioning play?
- What does the future of CTV advertising and/or monetization hold? What’s a bold prediction you have?
Production and Distribution
The series is in production. Most production will be done remotely via Zoom. Interview sessions typically are done in under 20-30 minutes. Published videos are 5-8 minutes in length. Videos will be published on Beet.TV, its syndication network and via its social media channels.
To arrange an interview, please contact Rob Williams, Senior Reporter at Beet.TV – rob@beet.tv. Additional questions, please contact Katy Charles, Chief of Operations at Beet.TV – katy@beet.tv.