CTV

A unit of attention doesn’t serve as a useful indicator of interest or resonance among consumers. So what does? Well, consistency certainly helps.

That car dealership in your neighborhood? It’s probably got a branding problem. Most local car dealerships do.

ISpot’s new solution, called Outcomes at Scale, aims to make outcomes-based attribution easier, faster and more automated across linear and CTV video advertising.

The Netflix Ad Suite, as the company is calling it, is set to launch April 1, the company’s new Advertising VP Nicolle Pangis disclosed during the Cynopsis and AdExchanger CTV Connect event in New York City last week.

ADT tracks a bespoke metric called “marketing cost per installation” that measures the impact of media on what ADT cares most about: the roughly 1 million alarms its technicians install every year.

As the chief media officer and SVP of demand generation at Inspire Brands, Travis Freeman controls hundreds of millions of dollars of media spend every year – and he has a little request for anyone buying CTV.

NBC, Fubo, Disney-owned ESPN and ad agency Mindshare weigh in on the creative flexibility offered on CTV and whether sports streamers really reach incremental audiences.

Warner Bros. Discovery’s overall ad revenue dropped 7% last year. Its survival depends on its streaming service, Max, its lifeline in the intensifying streaming wars.

Streaming TV advertisers are still unsatisfied with the level of transparency from publishers in the ad buying process. So Rain the Growth Agency created its own way to get more transparency into CTV buys.

Launching a TV channel typically starts with zeroing in on a specific target audience or a genre. Figuring out how to sell ads comes later – you know, once there’s inventory to pitch. But for Creator TV, things happened the other way around.

Like most brands advertising during the Super Bowl this year, Cetaphil tried to capture attention with a celebrity-focused commercial.

Roku reported $4.1 billion in revenue for 2024, an 18% jump year over year. Its platform business in particular, which includes ad sales and streaming distribution, reached $3.5 billion last year, also an 18% jump compared to 2023 (or 15% excluding political ad revenue).

Hyundai’s latest campaign, titled “The Road,” debuted during the NFL AFC and NFC championship game on January 26, the weekend before the Super Bowl.

To attract advertisers, Bloomberg is pitching them on not just reach but contextual relevance. That rationale inspired the company’s latest contextual ad product, AdService, which it launched in January.

Disney’s revenue rose 5% to $24.7 billion last quarter, up from $23.5 billion this time last year. But subscriber growth at The Mouse House looks less promising.

Ad buyers agree that Nielsen’s decision to pivot from panel-only ratings is a step in the right direction for TV ad measurement. But some also suggest it may be too late for Nielsen to recover the ground it ceded to competitors.

There are a lot more self-serve CTV buying options out there than there used to be, but that doesn’t mean managed service providers are going away.

NBCUniversal and Instacart team up to help brands use Instacart data to plan and measure audiences for NBCU campaigns.

This year, expect ad tech consolidation to center on the biggest growth opportunities in advertising: retail media, connected TV and addressing the gaps in measurement.

Some buyers are vocalizing their frustrations that the lack of transparency in CTV ad buying could impact the channel’s growth trajectory.

Nielsen earns MRC accreditation for its Big Data + Panel measurement solution, which includes its legacy panels and bigger data sets.

Netflix’s overall revenue grew 16% to $10.2 billion last year thanks to subscriber and ad revenue growth, with operating margins up 27%.

Comscore has a new video measurement tool to help publishers and content owners monetize their IP with a better understanding of media consumption patterns – not just ad performance.

TV sales consortium Ampersand’s new measurement platform combines streaming and traditional TV data to give buyers a better idea of incremental reach and frequency.

CES is a popular destination for streaming TV publishers and video currency vendors to jumpstart the year’s dealmaking and, to some degree, prepare for the upfronts. Upfront planning seems to start earlier every year.

Contextual intelligence platform Precise TV announced a $26 million investment from UK-based private equity investor LDC, which is part of Lloyds Banking Group.

At CES on Tuesday, media and ad tech veteran Kris Johns unveiled AdGood, a nonprofit with a connected TV ad platform and a mission to help other nonprofits access streaming media.

Three years after launching its own data clean room, Roku is trying to bring something new to the table. On Monday, the company announced the launch of a new offering, the Roku Data Cloud, which allows marketers access to more granular streaming TV data via ad tech and agency API partners.

On Monday, Disney released a new ad product called Disney Compass designed to give buyers quicker and more direct access to Disney data in addition to data from Disney’s identity and measurement partners.

As the new year begins, expect CTV growth to continue blasting along with a vengeance. Experts are “bullish” on the channel and believe that many of 2024’s biggest CTV trends will continue well into 2025.