The Programmatic Revolution in Connected TV: A New Era for Multichannel Advertising
Connected TV (CTV) has emerged as a game-changing force in the advertising industry, with the United States and Canada at the forefront, followed by Europe. As programmatic advertising continues to grow, CTV presents new opportunities for marketers looking to expand their reach and optimize their multichannel campaigns. In this article, we'll delve into the benefits of buying CTV through a unified programmatic platform and explore key metrics, growth projections, and insights from marketing leaders.
The Advantages of a Unified Programmatic Platform
Integrating CTV advertising with other programmatic channels like Audio, DOOH, Video, Display, and Native offers numerous benefits for advertisers:
A unified programmatic platform allows advertisers to consolidate their user data, offering better targeting, personalization, and optimization across all channels.
By leveraging a unified platform, marketers can allocate their budget more efficiently, driving higher ROI across their entire campaign.
Advertisers can create seamless, immersive experiences for consumers by strategically combining multiple channels, driving higher engagement and conversion rates.
Projected Growth and Reach of Programmatic CTV Advertising
As the popularity of CTV continues to rise, programmatic purchases are expected to grow significantly. eMarketer predicts that CTV ad spending will reach $14.12 billion in the US by 2023. This growth is fueled by the increasing number of cord-cutters, the rise of streaming services, and the ongoing shift in consumer viewing habits.
Typical Key Performance Indicators (KPIs) for CTV Advertising
To evaluate the success of their CTV campaigns, advertisers should focus on metrics such as:
Measuring the percentage of ads that are actually seen by users, helping to determine the ad's potential impact.
The percentage of video ads that are played through to completion, reflecting the level of user engagement.
Assessing the number of unique viewers exposed to an ad, providing insights into the campaign's overall reach and effectiveness.
How Marketing Leaders Perceive The Rise of Programmatic Connected TV
By integrating CTV with programmatic advertising, marketers can create more personalized, impactful ad experiences, driving better results and higher ROI
Tim Sims, Chief Revenue Officer, The Trade Desk
Connected TV represents a unique opportunity for advertisers to reach consumers in their living rooms with tailored, engaging content. Embracing programmatic CTV is a key part of our strategy to drive brand growth and stay ahead of the curve in a rapidly evolving industry.
Linda Boff, Chief Marketing Officer, General Electric
Programmatic Connected TV advertising is revolutionizing the way we reach and connect with our customers. By leveraging data-driven insights and a unified platform, we can create seamless, immersive experiences that resonate with our audience and drive better results
Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard
The Future of Advertising Lies in Programmatic Connected TV
As CTV continues to reshape the advertising landscape, programmatic platforms offer a powerful solution for marketers seeking to optimize their multichannel campaigns. With the ability to consolidate user data, efficiently allocate budgets, and create cross-channel synergies, programmatic CTV advertising promises significant growth and a bright future for the industry.
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