{"id":3922,"date":"2022-11-07T01:07:58","date_gmt":"2022-11-07T06:07:58","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/11\/07\/the-shift-to-streaming-is-now-a-lock-and-that-means-ctv-ads-are-about-to-get-much-much-better\/"},"modified":"2022-11-07T01:07:58","modified_gmt":"2022-11-07T06:07:58","slug":"the-shift-to-streaming-is-now-a-lock-and-that-means-ctv-ads-are-about-to-get-much-much-better","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-shift-to-streaming-is-now-a-lock-and-that-means-ctv-ads-are-about-to-get-much-much-better\/3922\/","title":{"rendered":"The Shift to Streaming Is Now a Lock \u2013 And That Means CTV Ads Are About to Get Much, Much Better"},"content":{"rendered":"\n

By Marni Rommel, Vice President of Business Development at Beachfront<\/a>.<\/em><\/p>\n\n\n\n\n\n

As the cool kids say, there\u2019s been a vibe shift in 2022 around streaming.<\/p>\n\n\n\n\n\n\n\n

Anyone in the orbit of this year\u2019s Upfronts could feel it: Instead of buzzing about the new shows and post-launch parties at the annual TV confab, everyone was talking about the shift from GRPs to impressions and the ascendance of all things streaming. Case in point, one of the biggest news items of the Upfronts was Amazon picking up Thursday Night Football<\/em><\/a> for Prime Video<\/a>, where the 2022 live games will be stream-only<\/em>.<\/p>\n\n\n\n\n\n\n\n

No, linear TV is not dead; according to eMarketer<\/a>, it still accounts for more than half (53.7%) of total time spent with video. But CTV is slowly catching up with traditional linear TV,\u00a0 as evidenced by streaming recently outperforming cable and broadcast<\/a> in terms of time spent viewing. What\u2019s more, ad revenues for CTV are expected to increase 33.1% in 2022 to $18.89 billion<\/a>. And with both Disney and Netflix\u2019s new ad-supported models slated to arrive in the coming months, suddenly, there are a whole bunch of new reasons to embrace CTV.<\/p>\n\n\n\n\n

CTV is the future of TV, and advertisers know it.<\/strong><\/h2>\n

That shift has also brought a raft of innovations and changes that are making CTV advertising and sell-side ad decisioning technology better than ever\u2014to meet and beat what advertisers have come to expect from traditional linear TV. We\u2019re on the cusp of seeing just what CTV can really do for brands and advertisers. These four technology developments signal that the golden age of CTV ads is here:<\/p>\n\n\n\n\n\n

A level playing field for ad buys<\/strong> \u2013 Linear TV has always been fiercely competitive for premium ad space. New tools are \u201cflattening the auction\u201d and giving everyone a fair shot at CTV ad inventory, while allowing media owners to prioritize different deal types and demand relationships. . New tools mean that, for example, you can send a request out to all five supply-side platforms (SSPs) that you’re working with at the same time and get a response back with very little latency. And that means your CTV ad partners can also now manage and effectively execute competitive separation and deduplication rules simultaneously. It\u2019s a game changer.<\/p>\n\n\n\n\n\n

Cleaner advertising experiences<\/strong> \u2013 We\u2019ve all been there. You\u2019re watching streaming TV and see the same three ads again and again and again. Or you get the awkward dead space between breaks. There are a ton of errors. CTV has a bad rap in advertising when it comes to the viewer experience. But that\u2019s changing (and getting better) too. Creative library tools can now work their magic by unwrapping an ad, inspecting it, and then creating a unique ID. Suddenly we can tell it’s the exact same ad even though it came in from different places looking like two different ads. The result for publishers is more assurance and control, and for viewers, a (better than) linear-like ad experience on CTV.<\/p>\n\n\n\n\n\n

On-the-fly ad pod construction<\/strong> \u2013 The ad spaces you see when watching CTV are called ad pods. And what goes into those ad pods often relies on an ad decisioning engine that is responsible for creating the most optimal pod. This is usually based on key advertising or monetization objectives, whether that\u2019s ROI, delivering the best user experience, or upholding competitive separation (or all three). It\u2019s yet another innovation that\u2019s improving both the advertiser and viewer experience.<\/p>\n\n\n\n\n\n

Better real-time reporting<\/strong> \u2013 One of the promises of streaming for advertisers is better measurement and accountability. As with all digital advertising, advertisers want real-time log-level data to inform their decisions. The linear TV small cable marketplace, by comparison, is fragmented and slow. It can take two weeks to understand what inventory is available and months to understand if campaigns were delivered. On CTV, you know almost instantly when it was delivered, and brands can pull their own granular metrics in real time\u2014and use that data to inform future campaigns.<\/p>\n\n\n\n\n\n

The rise of multi-screen content has forever changed the future of television\u2014and now the experience gap between linear TV and streaming is closing too. And for intrepid brands ready to capitalize on it, the golden age of CTV advertising is finally here.<\/p>\n","protected":false},"excerpt":{"rendered":"

The rise of multi-screen content has forever changed the future of television\u2014and now the experience gap between linear TV and streaming is closing too. And for intrepid brands ready to capitalize on it, the golden age of CTV advertising is finally here.<\/p>\n","protected":false},"author":7,"featured_media":3923,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3,10],"topics":[2],"class_list":["post-3922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"\nThe Shift to Streaming Is Now a Lock \u2013 And That Means CTV Ads Are About to Get Much, Much Better | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-shift-to-streaming-is-now-a-lock-and-that-means-ctv-ads-are-about-to-get-much-much-better\/3922\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Shift to Streaming Is Now a Lock \u2013 And That Means CTV Ads Are About to Get Much, Much Better\" \/>\n<meta property=\"og:description\" content=\"The rise of multi-screen content has forever changed the future of television\u2014and now the experience gap between linear TV and streaming is closing too. 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