The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.
Ad planning and activation platform FullThrottle unveiled a new product called SafeMatch to make it easier for advertisers to connect outcomes to streaming TV ads.
Roku announced a new partnership with Unity to help gaming and mobile app developers add CTV to their user acquisition campaigns by giving them performance marketing attribution for streaming.
CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jeff Sue, GM, Americas at Mintegral. Connected TV (CTV) is rapidly emerging as an enticing channel for advertisers looking to increase their campaign reach and tap into new channels of ad inventory. The mobile ad […]
Most people have already heard of Pizza Hut. But high awareness isn’t enough to generate new and consistent sales. Which is why well-known brands like Pizza Hut are looking to new channels, including CTV, to drive incremental sales by reaching younger and, hopefully, incremental audiences who could eventually turn into repeat customers.
Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.
Most marketers agree that digital and social are performance channels, whereas they’re less convinced that performance marketing works on CTV because it’s a less interactive, lean-back experience. But CTV is a lot more like digital than many marketers think, said Jason Fairchild, CEO of TV performance marketing platform tvScientific. “CTV is like digital in that you don’t have to guess at what works – you know.”
On Wednesday, iSpot.tv announced a $325 million investment from Goldman Sachs – a hefty chunk of change considering the company had previously raised a total of $58 million since it was founded in 2012. The company has a roadmap to enhance its TV measurement currency offerings (as well as attribution capabilities) with the new influx of funding.
On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.
Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.
As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), the only effective way to fully understand the customer journey, writes TJ Sullivan, EVP of strategy at Digital Remedy.
TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Privacy Shield … And Sword Google businesses have become more and more tightly tied together. The common thread is often privacy, but sometimes Google Cloud is the tie that binds. You can see the trend surfacing on the bottom line. During earnings this […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics. When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly […]
