CTV

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.

It would probably be fair to call 2024 the year that CTV went programmatic and became a digital performance channel.

Now that ad-supported streaming models are becoming more profitable, Vevo’s Rob Christensen predicts that social video will be the next big frontier to cross – or, more specifically, where “social and television converge.”

When industry-initiative-turned-nonprofit Go Addressable first launched in 2021, one-to-one TV ad delivery was just a small portion of overall media buys. But according to new findings released by Go Addressable and Advertiser Perceptions on Wednesday, adoption of addressable TV advertising has increased significantly.

During its earnings call on Thursday morning, Disney announced plans to bring ESPN+ content to Disney+ starting on December 4,

IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.

The big trend in Q3 earnings this year was streaming growth, and Paramount was no exception according to Friday’s earnings call.

On Thursday, TV measurement company Samba TV announced its acquisition of audience data and contextual targeting solution Semasio.

On Tuesday, self-serve CTV platform Vibe.co announced its new suite of four different AI-powered features, including a video ad generator.

The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.

Netflix’s ad business is scaling its audience and inventory faster than its ability to monetize it, according to a recent earnings call.