Live television is back in style. And according to Magnite, there’s a surge in demand for linear addressable inventory from programmatic buyers. The net result is that SSPs are squeezing linear addressability into their tech stacks. Magnite, for one, ran a test campaign that points to programmatic addressable’s incremental reach potential.
The marketing funnel is ever-changing, and cookie deprecation isn’t making things any easier. Advertisers have two choices, writes Tom Wolfe, SVP of business development at Viant: Collaborate with industry partners on the front edge of next-generation data solutions, or cling to the past and hope for the best.
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.”
Did you know Chicken Soup for the Soul now earns its keep primarily from manufacturing food, pet food and … streaming video? That also means Chicken Soup is partaking in the grail quest for cross-device CTV measurement solutions. Its streamer Crackle Plus renewed its partnership with iSpot to enable improved incremental reach through programmatic direct deals.
CTV is a no-brainer for political advertising today – viewership is up, it costs less, there’s more ad inventory, it’s addressable and it allows incremental reach on top of linear spend, writes Iván Markman, Yahoo’s chief business officer. The sooner political campaigns get serious about CTV, the sooner they can gain valuable insights about what their video strategy needs to look like in the future.
FreeWheel, the ad tech arm of Comcast, announced an addition to its media activation platform Strata that’ll allow buyers to hit incremental audiences with their CTV buys. This marks the first time Comcast’s inventory is “truly available programmatically,” said FreeWheel’s chief product officer Jon Whitticom.
