Connected TV has solidified into a critical advertising channel in the omnichannel mix — one that allows marketing teams to effectively use targeting and creative tactics to drive measurable business results for brands. As its permanence takes effect, the next 12 months (and beyond) will present new opportunities and challenges.
Case in point: the growth of FAST (free, ad-supported streaming) channels and ad-supported subscription tiers is pushing brands to advance creative management tactics to meet the demand, while media buyers are reassessing their strategies with an audience-first approach. Concurrently, marketing teams are focused on extending the CTV ad experience to second screens to keep ads top of mind and building on cross-device measurement strategies to determine if ads are making a direct business impact.
Join Digiday and MNTN on June 7 at 2 p.m. ET for a virtual forum featuring CTV experts. Hosted by Tim Peterson, senior media editor at Digiday, the conversation will highlight how marketing teams are reframing their CTV creative management, media buying and measurement tactics in 2022. Speakers will include Marwan Soghaier, Chief Product Officer at MNTN. Register for this event to learn about:
• The rise of ad-supported streaming and its impact on fragmentation and media buying
• Why marketers are extending the CTV ad experience to multiple user devices
• What teams are keeping top of mind as they approach cross-device measurement
• How brands are using technology to streamline the creative production, targeting and testing process
Linear is over. Well, linear thinking, that is. As the video landscape continues to blur, so do watching behaviors. People are no longer just watching TV, they’re on social media, they’re searching and they’re gaming. In this blended, multimedia environment, we need to think about the consumer mindset and start treating all video – from TV and streaming to social and in-feed – as equal inputs. A winning video strategy today marries timely performance media tactics with timeless brand building creative, as users tune in across devices.
As the streaming landscape has widened to encompass more targeting options than linear TV, the way in which these efforts are evaluated and measured has changed. In this session, learn to what extent the industry has moved away from the traditional age-and-gender-evaluations, the state of cross-platform measurement and attribution, how technologies like ACR factor in, and what work still needs to be done.
As TV networks have stood up standalone ad-supported streamers, connected TV platforms and smart TV makers step up their own ad sales efforts and other publishers and streaming platforms move into the connected TV market, advertisers have an array of options for reaching audiences on the TV screen. In this session, hear how advertisers are navigating the crowded ad-supported streaming market.
A final word on CTV measurement after an afternoon of content.