In the next two years, linear TV will be deprioritized so much that holding companies will begin outsourcing their linear buying.
In the age of streaming services, it’s easy to overlook the enduring power of linear TV. But even though platforms like Netflix and Hulu have captured a significant portion of the market, traditional television still reaches a massive and valuable audience.
A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.
Smokeless fire pit brand Breeo is ready to make TV an even bigger piece of its marketing strategy after trying Tatari’s new TV planning tool. Breeo was one of a handful of clients that beta tested the product before Tatari formally announced it on Wednesday. It was made generally available earlier this month.
The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged.
As April 15 marks the deadline for filing personal taxes in the US, it’s crucial to bring attention to a less acknowledged but equally significant tax in the CTV landscape. Unlike the annual tax day, the ad tech tax is a perpetual drain on advertisers’ budgets, diminishing their return on investment with every campaign run through the programmatic CTV pipes.
23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.
YouTube is now a rival to TV networks. Yet many networks still post their content to the platform via friendly licensing agreements. In the current war for viewer attention, this is a potentially crippling move.
Plenty of Fish is trying to establish itself as a relatively genuine, low-stress dating service. That’s why the company did a full rebrand and changed up its media mix last October.
Clean rooms are dominating ad tech conversations, and the rise of connected TV has spurred clean room adoption to new levels because of inventory fragmentation.
