Good morning, marketers, is it time to invest in CTV advertising?
With more inventory to advertise across and better tools to target and measure performance, connected TV (CTV) advertising beats traditional TV in just about every way. CTV – which includes over the top (OTT) streaming services like YouTube TV, Netflix, and Hulu – has been growing steadily for years. Now, COVID-19 has accelerated that growth, transforming TV advertising into an addressable medium with the ability to precision-target any audience at any scale.
Simpli.fi CEO Frost Prioleau points to his own platform as evidence of the industry’s growth: “We’ve run over 20,000 CTV campaigns for more than 5,900 unique advertisers so far in 2020.” That’s 43% year over year growth in the number of campaigns and a 17% increase in advertisers.
CTV’s ability to target and segment addressable audiences using household and behavioral is an attractive draw for advertisers – but even more so is the rich attribution that comes with it. “They come for the targeting and stay for the attribution,” Prioleau said. Advertisers, especially brands, like CTV because it offers the potential visual and emotional impact of television with the measurability of digital media.
Keep scrolling for more, including news on Snapchat’s new ‘Snap Minis.’
Taylor Peterson,
Deputy Editor
