Connected TV & Video Advertising

Image Credit: Nicolas J Leclercq on Unsplash

Last week I attended the Video Week conference. It offered an exciting opportunity to reconnect with fellow colleagues in the Video, TV & Programmatic Advertising industry, and catch up on the latest trends.

To keep you up to date with what’s happening in this part of the Digital Ad landscape, some of the highlights are detailed below:

  • January to October 2021 stats from thinkbox show online-born businesses were the largest TV ad spenders amongst the already high TV ad spending verticals, such as FMCG, Retail, Finance & Entertainment.
  • Freedom of choice as to when and where to watch content has increased the daily time spent on TV and video from an average of 2 hours/day to 5 hours/day over the course of the last 20 years.
  • On top of consumer freedom of choice, consumer control over whether or not to be served ads is one of the key challenges that advertisers and content creators currently face.
  • Relevancy of ads and engaging creative served to consumers remain core to attracting and keeping the attention of target audiences.
  • Connected TV (CTV) has the power to bring Linear TV (biggest screens) and Online TV together. Unruly recommends that advertisers use SQR codes on CTV to drive responses such as Adding to Cart, Clicking to App Store or Clicking to Home Page.
  • Big budget advertisers wanting to reach the masses still need to use traditional TV even if CTV is on their media plan. However, CTV provides a great opportunity for smaller clients to test and learn about this medium.
  • YouTube still plays an undeniable role in extending reach for advertisers.
  • Despite the love I have for YouTube and most Google Advertising platforms, purely because I’ve seen them working and adding values to clients’ businesses, I learnt that Vevo has experienced a big growth in its audiences in recent times. This is definitely a video search engine I will explore for my clients’ media plan moving forward.

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