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Why we can’t approach CTV as just another screen

Why we can’t approach CTV as just another screen

CTV is home to a rich ensemble of advertising opportunities, but of late, connected TV (CTV) has taken the spotlight. Due to its TV-like experience and digitally inspired technical elements, CTV can offer the quality of linear alongside automated transactional capabilities.

However, approaching CTV media buying in exactly the same way you would with digital formats such as display, could have some detrimental impact affecting access to premium video inventory.

Critical conversations are now happening backstage about the best ways to deal with the convergence of the digital and TV landscapes. In our recent panel session at the Future of TV Advertising Global event we posed the question: CTV is Great, But Can TV (Really) Re-Invent Itself? By exploring the growth of CTV to date and the expectations broadcasters now face, we focused on what needs to happen in the next season of TV’s evolution.

The rising star

There’s no doubt CTV has made a name for itself. US ad spend for CTV grew by almost 60% in 2021 to total $14.4bn, making it something of a blockbuster. Meanwhile in Europe, 84% of marketers who participated in a FreeWheel survey* expected advanced TV spend to rise in 2022, with CTV in particular growing in double-digits in the UK, France, Italy, Spain, and Germany.

Now, the industry needs to prepare for what this growth means, as the rise of CTV will have significant ramifications for all stakeholders. In fact, for the value of premium video inventory to truly shine, some points must be carefully considered...

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