The connected TV ad market is rapidly expanding alongside streaming, but faces challenges in standardizing viewership measurement. Dave Bernath, General Manager at Wurl, highlights that unlike Nielsen for traditional TV, CTV lacks a unified currency for audience metrics. The entry of Amazon Prime Video has led to lower ad prices, while YouTube dominates streaming viewership with projections indicating continuous growth across demographics. This environment is deemed anxiety-inducing for advertisers and content providers but also presents opportunities through new tools available in the market.
"We all groaned about Nielsen forever, but as imperfect as the currency was, it was a currency. All these basic, fundamental building blocks of measuring audiences were agreed upon, transacted upon. We don't have that in CTV."
"Essentially one in four hours of streaming today in the U.S. is on YouTube - a sentence that still blows my mind - but it's likely to be one in three by the end of next year. And all the demographics are growing. Call it a demographic tsunami that's going to creep through the age groups over the next 20-30 years."
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