Connected TV (CTV) advertising is moving away from traditional 15- and 30-second mid-roll ad formats toward more innovative and engaging formats like pause ads, home-screen ads, and shoppable ads. CTV's growth is fueled by rising ad-supported viewership. Albert Thompson from Walton Isaacson highlighted the industry's hesitance to adapt, attributing it to laziness in understanding platform-specific engagement rules. Innovations in CTV advertising have existed for years, but true implementation is just now gaining traction as data reveals inefficiencies in legacy formats. CTV is positioned as a potent blend of linear TV benefits paired with mobile-like targetability and detailed analytics.
Connected TV (CTV) advertising is evolving from traditional 15- and 30-second spots to incorporate innovative formats like pause ads, home-screen ads, and shoppable ads, reflecting the need for adaptation to user engagement.
Albert Thompson stated that understanding platform engagement rules is crucial, highlighting an inherent laziness in not adapting strategies based on consumer feedback and data.
Thompson notes that despite innovations in CTV advertising being in existence for nearly a decade, true adoption and understanding of these formats has only started to materialize as response rates reflect lower effectiveness.
The conversation emphasizes that CTV combines the advantages of linear TV with mobile-like targetability and extensive data analytics, though many are not effectively communicating this advantage to clients.
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