3:05pm
At a time when brands are increasing their investments in CTV advertising and CTV ad inventory is rapidly growing, thanks to the ongoing proliferation of FAST channels and the rollout of ad-supported tiers from streaming giants such as Netflix and Disney+, this session will explore the new forms of advertising (contextual, dynamic, personalized, interactive, shoppable and more) and the new kinds of campaigns that CTV and its ability to generate real-time, granular data are making possible. Questions to be addressed include: What are the most important recent innovations in CTV advertising—for example, in such areas as audience measurement/data-generation and interactive and shoppable formats—and how are they faring in the marketplace? What are we learning about CTV viewing behavior and how should this information impact advertising strategies? Research from TVision shows there is great variance in CTV ad attention—how, then, to account for and address this issue? Moreover, while attention to CTV varies widely depending on the app, daypart, program and other factors, CTV advertising is not priced to account for these differences—how can we remedy this? How can custom ad formats—such as wrappers and games—improve attention for CTV ads? How can media buyers identify and target more engaged audiences? And how could political advertising catalyze, and benefit from, innovations in CTV advertising in the current election year? Panelists include:
