While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.
Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.
Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.
Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.
