{"id":12033,"date":"2023-09-01T16:04:49","date_gmt":"2023-09-01T16:04:49","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/ctv-and-streamings-popularity-continues-to-grow-but-its-not-without-its-challenges\/"},"modified":"2023-09-01T16:04:51","modified_gmt":"2023-09-01T16:04:51","slug":"ctv-and-streamings-popularity-continues-to-grow-but-its-not-without-its-challenges","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=12033","title":{"rendered":"CTV and streaming\u2019s popularity continues to grow\u2014but it\u2019s not without its challenges"},"content":{"rendered":"

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Looking into upping streaming spend this year? So is basically everyone else.<\/p>\n

As media companies continue to invest in building out ad capabilities across both free and subscription streaming services, marketing investment in the channel continues to climb. In June, ad spend across CTV platforms and streamers like Disney+ and Roku reached a landmark $1 billion, according to the ad intelligence tracking company Vivvix, and more than half of advertisers said they plan to spend more on connected TV in 2023, according to research conducted earlier this summer by Advertiser Perceptions.<\/p>\n

\u201cThis year, we\u2019ve had a lot more clients interested in testing it,\u201d Adrienne Rice, media director at performance agency M&C Saatchi Performance, told Marketing Brew. \u201cIt\u2019s definitely growing in popularity and interest.\u201d<\/p>\n

While interest seems high, the landscape is always changing\u2014so what\u2019s the DL with connected TV and streaming in 2023? Marketing Brew chatted with a few media buyers about what to know about the channel in 2023 and how to best take advantage of it. Here\u2019s what you should know.<\/p>\n

Use cases are changing<\/h2>\n

Kasha Cacy, chief media officer at marketing agency Known, said clients looking to lean further into CTV and streaming have a lot to consider when determining how best to approach the channel.<\/p>\n

\u201cIf you\u2019re launching a brand, or trying to build a brand\u2019s awareness or pivot a brand, you may want to be in those more premium placements,\u201d Cacy said, noting that for some advertisers, that may include premium streaming as well as linear TV options like live sports.<\/p>\n

Still, the platform\u2019s use cases are expanding, especially as connected TV platforms build out capabilities and scale up and as more demand-side platforms jump into the streaming waters. Many platforms offer more precise targeting and outcomes measurement, and some, including Peacock and Roku, offer shoppable ads, allowing brands to track purchases directly.<\/p>\n

\u201cOur focus when buying CTV is really driving those results and looking at people that were exposed to the ad: Did they download the app? Did they subscribe? Did they come back, or are they using the app after seeing that CTV ad?\u201d Rice said. \u201cIt\u2019s becoming more of a performance channel, whereas previously it was seen as a top-of-funnel, brand awareness play.\u201d<\/p>\n

The channel is getting more cost-competitive<\/h2>\n

As the use cases expand, costs are going down\u2014sort of. CTV inventory \u201chas always been on the pricier side,\u201d especially compared to digital channels like display advertising, Rice told us, but she\u2019s noticed that CPMs have decreased this year, making it a more affordable option for many advertisers.<\/p>\n

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\u201cBefore, it was more like $30\u2013$50 CPMs, and now we\u2019re definitely seeing pockets where it\u2019s getting more to the $15 CPM,\u201d she said. \u201cAs more and more programmatic or performance DSPs get into the CTV space, we\u2019re seeing more efficiencies and more pockets of cheaper inventory.\u201d<\/p>\n

That\u2019s working in favor of some clients looking into CTV, who may want to take advantage of that lower-cost inventory to help boost reach and frequency, Cacy said; fast food, retail, and CPG clients could find that application particularly attractive.<\/p>\n

At some premium streaming publishers, though, prices remain higher and there can be fewer opportunities to optimize, Rice told us. With that said, she is optimistic that as user bases increase, there will be more options for marketers down the line.<\/p>\n

\u201cAs more of these premium streaming companies offer more ad-supported tiers, and they are increasing their user base on the AVOD services, then we are probably going to see a lot more opportunity to work with them directly,\u201d Rice said.<\/p>\n

It\u2019s only getting more complicated<\/h2>\n

In general, advertisers are optimistic about performance on connected TV. In interviews with Advertiser Perceptions, marketers reported that they believe return on investment in the channel is increasing, Nicole Perrin, Advertiser Perception\u2019s SVP of business intelligence, told Marketing Brew.<\/p>\n

That optimism is tempered by existing pain points, including continued measurement concerns, Rice and Cacy said. Beyond that, growth in the space can present buying challenges, since each platform is different.<\/p>\n

\u201cYou can target in some ways on some platforms, you can target in different ways on other platforms,\u201d Cacy said. \u201cIt\u2019s much less consistent, so it can be a lot more manual labor to get a buy priced and sorted and executed.\u201d It can also be a challenge to know where ads run\u2014especially if they are bought programmatically, Cacy said.<\/p>\n

There are improvements every day, buyers said, but the ongoing shift to streaming means those challenges are here to stay, especially as linear viewership continues to decline.<\/p>\n

\u201cThe scale isn\u2019t there in either place right now,\u201d Cacy said. \u201cIf you have more targeted audiences, it\u2019s certainly possible to reach them potentially solely [on] streaming\u2026But if you\u2019re a mass brand, you\u2019ll probably need to use both [channels]. I think that\u2019s where we\u2019re going to be for the foreseeable future.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Looking into upping streaming spend this year? So is basically everyone else. As media companies continue to invest in building out ad capabilities across both free and subscription streaming services, marketing investment in the channel continues to climb. In June, ad spend across CTV platforms and streamers like Disney+ and Roku reached a landmark $1 […]<\/p>\n","protected":false},"author":1,"featured_media":12034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-12033","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nCTV and streaming\u2019s popularity continues to grow\u2014but it\u2019s not without its challenges | Brandiary<\/title>\n<meta name=\"description\" content=\"Looking into upping streaming spend this year? 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