DIG IN is StackAdapt’s monthly round-up of hot topics, latest trends and need-to-know articles for digital media professionals.
Nowadays, 80% of US households have at least one connected TV (CTV) device. And according to eMarketer, that percentage is expected to climb to 87% by 2025. With this audience rapidly growing, streamed content is an exciting opportunity for digital campaigns. This month, we’ve compiled recent insights and findings that dig into the rising relevancy of CTV and video.
COVID-19 had a profound impact on both viewer consumption and marketers’ expectations of it. With new viewing habits established, there is no going back to the old ways of planning and executing TV buys once life returns to “normal.” One of the key lessons that has resulted from the past year is that in a highly fragmented TV landscape, the upfronts need to majorly adapt to become more relevant to advertisers.
Charles Manning, Founder and CEO at Kochava explains that thanks to the ability to reach more audiences through streaming services and connected TV devices, CTV advertising has a bright future ahead. He explores the benefits of the content that OTT and CTV offer consumers For marketers, onboarding CTV has reinvigorated their media mix by giving them the ability to measure these campaigns and tie their audiences to downstream events.
What challenges do marketers face as they move into the new world of video advertising? The Drum’s Creative Transformation Festival brought together Simon Betts, UK and global client director of RTL AdConnect and Dean Weaving, head of display, video and social at Deliveroo, to discuss the challenges and opportunities in realizing the potential of this channel. They provide takeaways that touch on how to establish objectives, testing and learning, and more.
AdImpact, a firm based just outside Washington, says in this report that it expects ad spending to at least match the record amount spent during the 2019-20 election cycle, even though there will be no presidential contest on the ballot. And, the expectation is that elections this year and next will see political ad expenditures of roughly $9 billion, more than doubling the amount spent in the 2018 midterm cycle. What is driving this adoption of political ad spend? Streamed TV.
In this episode of the Digiday Podcast, host Chuck Todd digs into the opportunity to seize streaming as a means of stretching beyond the limitations of a linear time slot. By embracing streaming, shows like ‘Meet the Press’ can dig into deeper coverage of topics like voting rights and climate change, as well as the challenges that come with producing news for streaming.
Want to learn more more about CTV? We’ve released a comprehensive guide covering the connected TV opportunity for independent agencies who are looking to thrive in 2021. Get your copy of the report, Connected TV, The Independent Agency Opportunity, here.
We hope you find these posts insightful! See you next month.