Digital Marketing has largely been seen to drive focus away from TV advertising.. but that might be changing now with the rise of Connected Television (CTV). CTV's, or Smart TVs, from brands such as Roku, Apple and Samsung, make today's TV much more like a computer, with internet integration and the ability to access applications that have a variety of purposes. CTV has become even more popular through the pandemic, with streaming services like Netflix and Hulu being stay-at-home essentials.
Another reason that CTV advertising is gaining ground is that the shift away from third-party cookies is making advertisers look for opportunities in other spaces. Consumers are no longer standing for cookies. Apple has banned third-party cookies from Safari already, and Google has announced that they will phase third-party cookies out of Chrome.
It will be interesting to see how the CTV advertising space takes shape. When I thinking of streaming services, I generally think of no ads, or at least ads I can skip. But sometimes even a skipped ad is enough for a company to get its message across. Also, a user skipping an ad is proof of engagement. There is also opportunity to use CTV as part of the bigger puzzle if advertisers are able to track users through multiple platforms.
Articles read:
https://www.10thdegree.com/connected-tv-is-the-future-of-video-advertising/
