On TV & Video

When it comes to managing fraud, there are four steps CTV publishers should take to remove bad actors from the supply chain.

“Performance CTV” oversimplifies how television actually drives value, and the focus on performance all but guarantees that campaign results will be misinterpreted.

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.

CTV, like digital display before it, is facing fraud and mislabeled information. The prevailing advice for advertisers is to go directly to the networks and streaming platforms. However, buying direct comes with a fraud risk itself.

Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.

Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?

The IAB Tech Lab video classification updates introduced much-needed clarity. But valuable inventory, now categorized differently, is being deprioritized or rejected, even though its performance hasn’t changed.

CTV advertisers have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. We need to stop chasing CTV impressions and start chasing impact.

In the next two years, linear TV will be deprioritized so much that holding companies will begin outsourcing their linear buying.

Even with the amazing storylines, this NBA season brought a steep decline in local TV viewership. While it’s tempting to frame this as waning fan interest, these drops are symptoms of a media ecosystem in transition.

When platforms choose to label any significant portion of an ad buy as “other,” it’s a deliberate decision to withhold information for the seller’s benefit and the buyer’s detriment.

CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.

The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.

Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.

Brands have two options for avoiding election misinformation on YouTube: block all news, or only monetize credible news. But blocking all news restricts campaign reach and harms reliable journalists, just when we need them most.

A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.

During a Covid-induced two-day binge watch of a recent streaming hit, advertisers consistently failed to serve the right ad. Where’s the accountability?

While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.

Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.

The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.

Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.

More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.

Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers. 

The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.