The world of digital advertising is rapidly evolving, with Connected TV (CTV) emerging as a powerful platform for delivering content and advertisements. In a recent “Talks with Teads” interview, Brad Stockton, SVP of Video Innovation at Dentsu, shared valuable insights on the rise of CTV and its implications for advertisers and brands.
CTV’s Expanding Horizon: More Ad Opportunities, More Challenges
Brad pointed out an exciting development in CTV: the increase in ad opportunities due to the emergence of new publishers and streaming services like Disney+, Netflix, and Amazon Prime. This expansion not only offers more content to consumers but also opens up new avenues for advertisers to reach their target audience. However, this growth brings the challenge of fragmentation. The key is to find and engage with audiences amidst this proliferation, making strategic brand targeting and measurement crucial.
The Power of CTV in Brand Storytelling
CTV’s unique blend of linear TV’s mass awareness capabilities and digital’s hyper-targeted, measurable nature offers a fertile ground for innovative brand storytelling. As Brad emphasized, CTV allows for sequential messaging – tracking consumer engagement from the first ad exposure to subsequent ones, and gauging their impact on consumer behavior. This level of detail in measurement and targeting makes CTV an invaluable tool for advertisers looking to craft compelling narratives.
Navigating the CTV Landscape
In this dynamic landscape, working with Teads offers brands the expertise and tools needed to navigate the complexities of CTV advertising. We have partnered with the top 4 global OEMs to be able to bring your brand to life across screens everywhere. Teads’ solutions, driven by AI and data analytics, enable brands to effectively identify and target their audiences, even in a cookieless world. The partnership with Teads opens doors to harnessing CTV’s full potential, ensuring that brands can create impactful, measurable advertising campaigns.
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