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Rather than a straight shift from “legacy TV” to CTV, we’re likely to see video-viewing split between three different buckets for years to come. And the key to success for marketers is to focus on the audiences, not the devices or delivery mechanism.
As the world emerges from the worst of the pandemic, and the trends it accelerated solidify into new realities, this year’s Golden Quarter is going to be the litmus test for how successfully marketers have evolved in recent years.
In a world and industry where chaos reigns, building business infrastructure and marketing workflows which are primed to respond to change with agility is the smart move.
Marketers need to market the way consumers consume – and how consumers consume is always changing.
Buy-side ad servers are best positioned to help agencies and advertisers navigate and get the most out of the evolving CTV ecosystem for two reasons: they see more of the media plan than publishers or DSPs, and they offer unbiased measurement.
Communicating in day-to-day life has allowances for small chats and deviating conversations, but how can you communicate effectively and achieve a positive outcome in the business world?
According to forecasts from the media agency Zenith, global advertising spend on social media will rise to $177bn in 2022 – putting it, for the first time, ahead of TV spend, which will sit at $174bn.
Data privacy strategies will need to evolve with CTV, the metaverse, and the constantly evolving digital landscape.
Some persistent CTV myths during its rise to prominence and what marketers really need to know about this new channel.
