The Aperiam Podcast I Want My CTV.
Apr 9, 2025
Explore the evolving landscape of Connected TV and how it's reshaping marketing strategies. Discover the rise of ad-supported models and the challenges consumers face with increased ad interruptions. The impact of AI on advertising creativity is also examined, alongside the struggles of broadcasters adapting to new market dynamics. Finally, dive into the financial inefficiencies in digital media, revealing how recent fintech interest aims to tackle these issues.
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Transcript
Episode notes
CTV's Ubiquity in 2023
- Connected TV (CTV) has become integral to marketing strategies in 2023 and beyond.
- Consumers watch streaming content more than ever, often alongside other devices, signaling CTV's ubiquity.
CTV Commercial Acceptance and Discovery
- Audiences are becoming conditioned to commercials during CTV sessions as a tradeoff for lower subscription costs.
- Despite commercials, consumers still struggle with discovering which streaming service carries specific content.
Importance of Closed Loop Measurement
- Closed loop measurement in CTV is crucial for connecting ad impressions to consumer actions.
- Both performance TV and shoppable TV focus on tracking engagement closer to the purchase process.