We discuss the top 5 takeaways from VideoNuze’s just-completed CTV Advertising Summit virtual. Innovation, full-funnel, CTV households, business models, and AI all loomed large.
Top news stories (1:40)
Top five takeaways from the CTV Ad Summit (12:30)
Will counts down his top 5 takeaways from the summit:
- CTV is transitioning to a full-funnel medium
- CTV device usage has much growth ahead
- Knowing the customer is critical to picking the right business model
- CTV innovation is occurring with old and new technologies
- Measurement and attribution will remain complicated
CTV is transitioning to a full-funnel medium (16:40)
There was a strong conviction among panelists that CTV is ultimately going to become a full-funnel medium, offering advertisers strong ROIs across all desired KPIs
CTV device usage has a great deal of growth ahead (21:00)
While CTV devices are heavily penetrated in U.S. households, less than half of these households use them to stream daily, creating enormous opportunities ahead.
Knowing the customer is critical to picking the right business model (25:00)
The key to choosing an appropriate CTV streaming business model boils down to understanding audience preferences.
CTV innovation is occurring with old and new technologies (28:40)
Priorities in CTV innovation span from the “what’s-old-is-new-again” optimization of electronic program guides (EPGs) to capitalizing on generative AI.
Measurement and attribution will remain complicated (33:00)
Measurement and attribution of CTV ad campaigns are complex. Given the tug-and-pull of traditional TV measurement priorities and the realities of digital’s “outcomes-centric” paradigm, they won’t be resolved anytime soon.
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