Rebecca Ohana
Rebecca Ohana

Marketing Manager

CTV

As foreseen by many, innovation and advancement in Connected TV (CTV) is one of the big trends we’re seeing in 2022. In the past year, advertisers reallocated considerable parts of their budgets from linear TV to CTV, as much as 21% was expected to be shifted in 2021 alone according to IAB. Whilst eMarketer has estimated CTV ad spend to grow by 32.3% from 2021 to 2022, and to reach an astonishing $24.2 billion in 2023, up from $14.4 billion in 2021.

When it comes to CTV, tech companies have an unprecedented opportunity to accommodate the needs of content owners and advertisers alike in the programmatic marketplace. This can be done by offering them tools such as Supply Path Optimizations (SPO), to protect media budgets and achieve efficiency through more direct buying paths. There is also a need to facilitate the measurement process with CTV. In comparison to direct buys in linear TV advertising, if done right, programmatic marketplaces allow for a more effective method of targeting and an improved understanding of campaign results. 

Some issues still remain with CTV. There are currently no widely adopted industry standards concerning CTV, however we can likely expect to see the introduction of such new standards in the near future. As an emerging channel, CTV is more prone to fraud than many believe. With thousands of fraudulent CTV apps being detected yearly, and new fraud practices surging that are compromising brand safety.

In addition, there needs to be established a proper way to measure return on advertising spend (ROAS) in CTV. As today’s solutions are lacking when it comes to getting accurate viewability metrics. In turn, ad impressions are currently being portrayed incorrectly and budgets are lost. 

The CTV market is expected to be a fruitful one for years to come, and it has presented the industry with great opportunities and challenges. As industry standards will be introduced, it will likely set the landscape for the future of CTV practices. Moreover, it will be critical for tech players to have an accurate fraud prevention system in place, to ensure safe and accurate CTV practices. 

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Rebecca Ohana
Rebecca Ohana

Marketing Manager

CTV

As foreseen by many, innovation and advancement in Connected TV (CTV) is one of the big trends we’re seeing in 2022. In the past year, advertisers reallocated considerable parts of their budgets from linear TV to CTV, as much as 21% was expected to be shifted in 2021 alone according to IAB. Whilst eMarketer has estimated CTV ad spend to grow by 32.3% from 2021 to 2022, and to reach an astonishing $24.2 billion in 2023, up from $14.4 billion in 2021.

When it comes to CTV, tech companies have an unprecedented opportunity to accommodate the needs of content owners and advertisers alike in the programmatic marketplace. This can be done by offering them tools such as Supply Path Optimizations (SPO), to protect media budgets and achieve efficiency through more direct buying paths. There is also a need to facilitate the measurement process with CTV. In comparison to direct buys in linear TV advertising, if done right, programmatic marketplaces allow for a more effective method of targeting and an improved understanding of campaign results. 

Some issues still remain with CTV. There are currently no widely adopted industry standards concerning CTV, however we can likely expect to see the introduction of such new standards in the near future. As an emerging channel, CTV is more prone to fraud than many believe. With thousands of fraudulent CTV apps being detected yearly, and new fraud practices surging that are compromising brand safety.

In addition, there needs to be established a proper way to measure return on advertising spend (ROAS) in CTV. As today’s solutions are lacking when it comes to getting accurate viewability metrics. In turn, ad impressions are currently being portrayed incorrectly and budgets are lost. 

The CTV market is expected to be a fruitful one for years to come, and it has presented the industry with great opportunities and challenges. As industry standards will be introduced, it will likely set the landscape for the future of CTV practices. Moreover, it will be critical for tech players to have an accurate fraud prevention system in place, to ensure safe and accurate CTV practices. 

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Contact us