Good morning, Marketer, and today we take a closer look at the CTV landscape.
CTV is very device-driven, so marketers were watching CES closely earlier this month to see what new kinds of screens will find their way into homes. This has broad implications for consumer behavior, and forces marketers to reconsider the channels where they engage customers.
More social media apps are migrating to the CTV ecosystem through new device features like Samsung’s Smart Hub. But marketers can’t be sure how their specific customers expect a trusted brand to appear on such a format. Is it social, or is it TV, or some combination of the two, or something entirely new?
An experimental mindset and attention to campaign performance metrics will guide marketers through these new touchpoints. No wonder there is such a high demand for data in the CTV space, which explains the many data collaborations and partnerships that have been formed over the last year.
All of this influence in CTV from other digital channels – the short-form video imported from social, for instance – means that CTV is expected to continue to grow. Just last summer, The Trade Desk’s Jeff Green predicted that it will represent at least one half of global advertising’s trillion dollar pie.
Chris Wood,
Editor
