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Discover why open programmatic and CTV may not mix. Philip Inghelbrecht's insights on Association of National Advertisers highlight the challenges and benefits of programmatic advertising in the connected TV space. Read how true direct technology relationships can solve inefficiencies, brand safety, and cost issues better than traditional programmatic methods. Dive deeper into the future of CTV advertising on ANA. https://lnkd.in/g8EpA9x2 #AdTech #CTV #ConnectedTV #ConvergentTV #ProgrammaticAdvertising #DigitalAdvertising

Is Linear TV Losing Its Grip on Ad Dollars? 📺 As 4 in 10 US agency and marketing professionals shift ad budgets from linear TV to connected TV (CTV), the advertising landscape is rapidly changing. According to the Interactive Advertising Bureau, CTV ad spend will soar by 18.8% this year, while linear TV will see a modest 0.7% increase, driven primarily by the Summer Olympics and elections. 📈 Advertisers are recognizing the growing influence of CTV, especially with Amazon's new ad-supported tier. However, while CTV will remain a key channel, growth is expected to moderate in 2025 and beyond. 📊 How can advertisers balance their budgets between traditional and connected TV for maximum ROI? 🤔 What innovative strategies are you using to capitalize on the rise of connected TV? 🚀 #Advertising #CTV #ConnectedTV #MarketingStrategy #AdSpend #Media #Innovation #Brands #DigitalAdvertising

🚀 Dive into the future with our CTV Advertising Insights Report 2024! Discover how the shift to a 100% digital TV landscape can revolutionize your advertising strategy. With over $40 billion projected in CTV advertising by 2027, are you ready to lead the charge? Download now to stay ahead! #CTV #DigitalAdvertising https://lnkd.in/gC8swRa5

Publica by IAS VP of Product James Wilhite is joining industry experts at Adwanted UK’s Future of TV Advertising Global for a panel discussion on CTV advertising and its growth opportunities. They’ll also answer questions on attracting investment from advertisers, programmatic strategies for live-streamed events, decarbonization efforts across the CTV landscape, and more. Click here to learn more: https://lnkd.in/eaSqMagd #FTVGlobal #CTV #Programmatic #Advertising

A quick guide as to why Supply Chain Optimization via Programmatic Direct Deal is "fake direct" and the real SPO solution is cutting out the SSP tech stack and creating a direct connection between the buyer and the publisher.

Programmatic advertising in Connected TV (CTV) is gaining confidence among publishers, with a significant portion yet to adopt it fully. Although challenges like cross-screen measurement and data fragmentation exist, the industry is moving past the misconception of programmatic as a low-cost option. Strong relationships between all stakeholders are crucial for navigating these complexities and making the business enjoyable. The focus is now on addressing the right challenges to unlock the full potential of programmatic CTV. #DigitalAdvertising #CTV #Data https://lnkd.in/g9x4cnS5

Unlike traditional TV advertising, which adheres to standardized formats and measurements, CTV advertising lacks a universally accepted standard. The absence of a single industry-wide standard can make it challenging for brands to create, deliver, and measure CTV ads consistently across different platforms. Businesses need to be adaptable and work closely with ad partners to ensure compliance with each platform’s specifications. Additionally, industry collaborations to establish common standards can streamline the process and enhance the overall CTV advertising ecosystem. dapperms.com . . #LeadManagement #DigitalMarketing #SalesAndMarketing #MarketingStrategy #DigitalStrategy #LeadGeneration #MarketingTechnology #LeadGeneration #MarketingStrategy #BusinessMarketing #DigitalMarketing #TargetAudience #SalesandMarketing #MarketingSuccess #BusinessGrowth

Targeted CTV Ads Targeted CTV advertising combines traditional TV formats with the data-driven capabilities of digital advertising. In this article, we’ll explain what CTV advertising is, give examples #ott #ctv #streamingtv https://lnkd.in/gsmhZxDS

This is a very interesting matter. The growing performance of CTV audience is not still matching ads performance. This is the great problem when a digital content subscription base meets ads business. The main problem is the pricing model. When we launched sat tv subs based with sky we had no such hyper connected tv but we set a USP on advertising business creating a unique experience with a strong brand entertainment business that set apart in pricing. This mixed up the offer combining bold sponsorship of our show accompanying brands through the world of our IPs. Clients want to create a unique experience. Even with low ads load we could secure an higher price due to a unique ad product. What the current streaming platform are missing is the creation of a unique offer that can be alternative and different from social platform and from YouTube. When it comes to programmatic adv and digital performance google, meta & Co are far more performing on a target that is duplicating on streamers yet wider. The future of CTV is to found on pushing the specificity of bold entertainment and brand and new, original and creative way of ads. Streamig companies need more media makers

Thanks to Timothy Edwards for a great recap of the options that advertisers have when faced with the vast difference in ad time spent between linear and CTV. I agree that throwing MORE ads is not the way to address this difference. Rather, it's time to build the better mouse trap media colleagues. Let's challenge ourselves as we move into the new year. Instead of doing more of the SAME I'd like to suggest evaluating each opportunity in these two ways: 1) Is it incremental? Can we add new capabilities to our existing formats? The answer of course is yes and let's do it this NOW! Let's create a process where Pause ads make sense to what we are watching. Let's provide Interactive ads that are not only engaging BUT allow us to increase the speed to transaction and shorten the path to purchase. 2) Is it disruptive? Does it create NEW technologies and revenue models? This is where the real "innovation" lies, but it's a much longer journey and requires patience and testing but ultimately can SOLVE some of the problems in streaming such as churn (let's get subscribers and keep them) a clunky and confusing user interface (this is a BIG opportunities for the Operating Systems) and meaningful partnerships (creating true recurring revenue models that make viewers life simpler) Let me know your thoughts on ways we can approach "ad innovation" in the new year and find a way think outside the box. #adinnovation #marketdisruptors #newyear