Does CTV have an Identity Crisis? TV on steroids, digital on the big screen with consumer’s attention, or something else? Connected TV (CTV) has undoubtedly revolutionised the way we consume content. But what exactly is CTV? Is it simply television delivered via the internet or is it something more, blurring the lines between traditional TV and digital advertising? This identity crisis presents a unique challenge for publishers, advertisers, and viewers alike. 🍿 For Publishers: How and when to monetize content across different platforms, devices and subscription bands? 🎯 For Advertisers: Where do you invest your ad dollars for maximum impact? 🧍♂️🧍♀️ For Viewers: What can you expect from the CTV experience? At Streamly, we believe that CTV's identity lies in its ability to bridge the gap between traditional TV and digital, offering the best of both worlds: the premium viewing experience of television with the targeting capabilities of digital advertising. But to fully realize its potential, we need to embrace CTV's unique identity and develop strategies that cater to its strengths. What are your thoughts on CTV's identity crisis? #StreamlyDigital #FutureOfAdvertising #CTV
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Marketing Director | Brand Strategy, Growth, Leadership | I Help Media Entertainment Companies Drive Brand Growth with $680M+ in Sales Success & Counting
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
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What will the CTV ecosystem look like as programmatic becomes the norm, and what do marketers need to know before diving into uncharted CTV territory? Join us at #AWNY for Publica by IAS CRO Cameron Miille’s fireside chat with Joe Melaragno (Samsung Ads) to learn about the role of real-time, automated technology in TV advertising, the benefits programmatic brings to both advertisers and publishers, and its contribution to the overall growth of the CTV industry. Learn more here: https://lnkd.in/ep3CFx5W #CTV #AVOD #Advertising
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Founder - Legacy #FAST pioneer upgrading #fastchannels to #ViewTV #CTV #contentstrategy for ad-funded #streamingmedia & #television for best in industry monetization. Emyther me at - [email protected]
The Perils of Programmatic: A Lighthearted Look at CTV and FAST Channel Advertising. In the realm of Connected TV (CTV) and Free Ad-Supported Television (FAST) channels, programmatic advertising was once seen as the hero poised to rescue content studios from financial struggles. However, as the story unfolds, it's clear that not all tales have a happy ending. Programmatic has now taken on a new moniker - Problematic, casting a shadow over media companies of all sizes. Read more about the challenges of programmatic advertising in CTV and the FAST channels here: [Link to the article] #CTV #FAST #Advertising #Media #ProgrammaticAdvertising
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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
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📺 What impact could shifting just 3.3% of your Linear TV advertising budget to Connected TV (CTV) have on your performance? Very interesting study by LG Ad Solutions and iSpot reveals some eye-opening insights into how even a small reallocation of your budget can drive significant results. The key takeaway? 𝟮𝟬𝟮𝟱 𝗶𝘀 𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝘂𝗽 𝘁𝗼 𝗯𝗲 𝘁𝗵𝗲 𝘆𝗲𝗮𝗿 𝗼𝗳 𝗮 𝗖𝗧𝗩-𝗳𝗶𝗿𝘀𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. 💡 Download the full report — link in the comments! #ConnectedTV #CTVAdvertising #LinearTV #AdTech #CTV #MediaEfficiency
The Efficiency Curve: Finding the Optimal Balance Between CTV and Linear TV Investments - LG Ad Solutions
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📺 The CTV advertising market has moved past inventory scarcity, entering an era where audience reach alone is no longer enough to succeed. TV advertising is now more competitive than ever, pushing traditional TV players – broadcasters and pay-TV operators to adapt to the rules of digital advertising. Read our newest blog post by Marija Masalskis, research director at Caretta Research and explore how the rise of CTV, shoppable ads and retail media is reshaping the market in 2025. 👇
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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
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In case you missed it, check out below for some top CTV related news from last week (w/o 11/25): 1) Operating Systems Are Now Battlefields – At Least In The CTV World (AdExchanger, 11/26) Key Takeaway: The race to dominate smart TV operating systems is intensifying as manufacturers prioritize ad revenue and data-driven viewer experiences. With FAST services booming, AdExchanger notes that the winners in this space will be those who make content discovery and engagement seamless for consumers. Check out the article here: https://lnkd.in/dr8yMhJh 2) Advertising Research Foundation Proposes Updating TV Categories (TV Tech, 11/25) Key Takeaway: ARF’s proposal to replace outdated TV classifications with a six-segment system reflects the evolving ways viewers connect to content. With paid AVOD services surging and virtual pay-TV adoption stabilizing, the framework aims to better capture the blurring lines between linear and streaming audiences. Check out the article here: https://lnkd.in/g9W9ssK8 3) Nielsen Confirms It Will No Longer Sunset Legacy TV Ratings (Adweek, 11/26) Key Takeaway: Amid fierce competition and evolving measurement methods, Nielsen announced it will keep its legacy C3 and C7 ratings due to demand from advertisers for maintaining the familiar metrics. Adweek highlights this decision as well as the need to advance measurement to cover both traditional TV and streaming. Check out the article here: https://lnkd.in/g6RZTp5k Let’s chat if you want to discuss how these trends are shaping the future of CTV! #CTV #ConnectedTV #ConvergentTV #StreamingTV #MediaTrends Nathan Scott
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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
Embracing the Intersection of Premium CTV and Programmatic: FreeWheel’s Loria
