CTV Conversations from Advertising Week 2024

CTV ad spending continues to soar, and it was clear at this year's Advertising Week New York that CTV is no longer just a growing channel, it's a critical part of the advertising ecosystem. With cord-cutting on the rise and average daily CTV viewership for U.S. adults expected to exceed two hours in 2024, the industry's focus on CTV is well-justified. But beyond the numbers, the conversations during the event reflected key challenges and opportunities for brands as they navigate this fast-evolving space.

Want to Assemble an Advanced TV Tech Stack? Keep it Independent

Suvadip Choudhury, Director, Platform and TV Development at Alliant, looks at the three critical pieces that advertisers need for diving into the world of CTV: data, media, and measurement. For each of these, advertisers should look to work with specialists, rather than one company that provides all of them. The reason is that it doesn't make sense for the media and data providers to grade their own homework with measurement.

Interactive Ads: Reshaping Fan Engagement in Live Sports on CTV

This year's NewFronts signaled a paradigm shift in CTV advertising, focusing on interactive experiences. This holds particular promise for live sports, where viewer engagement is paramount. Gijsbert Pols, Ph.D., director of connected TV and new channels at Adjust, discusses the specific applications of hyper-contextualization in live sports advertising, and he explores potential challenges and solutions to jump into the exciting future of sports fan engagement within the ever-evolving CTV landscape.

Residential Proxies for Streaming Platforms and the Role of IP Address Intelligence

The streaming industry in Europe is poised to flourish in the coming years with a forecasted growth rate of 20.36% from 2022 through 2027, highlighting a continued trend of rapid expansion within the industry according to data from Technavio. While growth is projected to be strong, profits and ad revenue could face a hurdle, as the streaming industry faces potentially one of its biggest threats: residential proxies.

What the 2024 'Summer of Sports' Teaches Us About the Future of Streaming

The summer of 2024 has presented sports programming that rivals any other year in history, including the Copa America finals, Tour de France, NBA finals, two golf majors, ICC World T20, Wimbledon, U.S. Open, an array of F1 Grand Prix's, or the recently finished Paris Olympics and Paralympics. Matt Shapiro, Senior Director of Business Development, Qwilt, discusses the challenges of maintaining a superior QoE across video-on-demand and OTT services and the new formats arising to meet them.

Post-Production Efficiencies Hold Key to Video ROI

Cloudinary explores some of the findings from its first global Video Survey of Web developers, marketers, and business leaders from 15 countries.

Why the 2024 Olympics Are a Bigger Opportunity for Advertisers Than Ever

The Olympic Games represent the absolute pinnacle of advertising events. Exciting, triumphant, and inspiring, there's simply no other shared TV experience quite like it. Adam Shapiro of New York Interconnect explains why, in 2024, particularly for U.S. advertisers, the opportunities have never been richer.

The Quest for Greater Efficiency in Video Processing

Viewer demand for high-quality 4K video content has skyrocketed, and there is an expectation that 8K video will also surge in the coming years. However, with increased resolution comes much larger file sizes, which is challenging for media providers because of the increased storage and processing power needed. Naturally, media companies are seeking ways to process video more efficiently. Frank Schönberger of MainConcept explores how content providers and video services leverage technological developments in video compression and AI to improve efficiency at every stage of the broadcast workflow, from the point of capture to delivery to the end user.

The Era of AVOD: Which Metrics Matter Most?

In the era of AVOD, Jeffrey Johnson, Senior Director, Supply and Demand at Verve Group, breaks down which types of metrics matter most, categorizing them by engagement, visibility, and performance.

The Future of CTV Will Be Powered by Commerce Media Data

Victor Yakovlev, Associate Director, Product Marketing, PubMatic, discusses how there are two rising superpowers in the digital marketing space right now, and they're not competing. They're converging, and he outlines why that's fantastic news for marketers.

The French Connection: A New Era of Olympic Broadcasting

Much like the essence and scale of the Olympic Games constantly evolve, how we engage with such a global event is transforming. More than ever, audiences crave vast quantities of high-quality, engaging and fast-paced stories across multiple platforms and languages. For content creators, this translates to a need for quicker content acquisition, production, processing and distribution. This shift is largely fueled by advancements in technology, enabling a more immersive, accessible and engaging viewing experience. As we look forward to the 2024 Games in Paris, it's clear that technology will play an even more pivotal role in reshaping the Olympics as we know them.

Considerations for Providers Shifting from QAM to IP Video Delivery Networks

Traditional, controlled broadcast environments are being replaced by dynamic, complex ecosystems where multiple applications and services must coexist harmoniously. The challenge is to maintain the quality of a provider's main service, like linear TV with dynamically inserted ads, while accommodating the diverse requirements for and potential interference from third-party applications. Yoann Hinard of Witbe discusses the challenges faced throughout this process, including remote monitoring, dynamic ad insertion, and QC testing across devices.

Streaming Wars: End-to-End Quality Assurance and Video Analysis Gives Streaming Service Providers the Upper Hand

The battle for audience retention continues to intensify in the highly competitive streaming realm. Anupama Anantharaman of Interra Systems highlights the critical role that end-to-end quality assurance, media QC monitoring, and in-depth video analysis play in meeting the escalating demands of today's video consumers and why the role of these processes is becoming more crucial than ever.

The Premium Environment Advantage in CTV Advertising

A joint study by Vevo and Channel 4 found an almost 50% rise in consumers with a notable preference for premium television content. Roxanne Harley, Director of Client Strategy at Azerion, explains how advertisers can adapt to this consumer preference shift and optimize ad placement strategies within CTV environments to impactfully and accurately reach incremental, addressable audiences.

Quality and Quantity: Why Curation is Table Stakes for CTV Advertising Success

Curation has promised to simplify and refine programmatic trading for many years, yet it has struggled to take off in a digital ecosystem where buyers are largely content maximising scale and minimising CPMs. But in CTV, where prices are high and supply is low, curation has emerged as table stakes to navigating advertising's newest premium channel.

The Future of Sports Viewing: Free Agent Fans

Matt Del Percio of Altman Solon discusses their 2023 Global Sports Survey, highlighting the current fragmentation of the streaming sports media landscape that has allowed sports fans to be "free agents" who pick and choose services to pay for and why broadcasters must now rethink their monetisation models.

What’s Next for AI Dubbing in the Media Industry?

Anton Dvorkovich, CEO and Founder of Dubformer, writes about how AI dubbing is poised to dramatically transform the broadcast media industry as recently developed solutions are set to be widely implemented. 

Brands Shouldn’t Sleep on Amazon Prime’s Ad Push

Hunter Terry of Lotame discusses Amazon's new ad-supported Prime Video, which created an estimated 100 million-user advertising machine out of the gate, and he breaks down the reasons why brands shouldn't sleep on the powerful impact of Amazon's ad push.

As CTV Further Evolves for Both Consumers and Advertisers, Here are 3 Trends to Watch for in 2024

Gijsbert Pols, Director of Connected TV & New Channels for Adjust, outlines three key CTV trends to watch for in 2024.

Deploying a Hybrid Monetisation Strategy: Simplicity, Agility and Visibility in Content Management

Flexibility and adaptability are essential for monetising video content in new markets and in new ways. No one monetisation model will serve all audiences or support the monetisation of every type of content. This means providers have to be ready to shape their offerings to meet audience expectations and capture new revenue.