In this episode of Digital Now and Next, the team explores the role of Connected TV (CTV) in the evolving video landscape and how it integrates into the wider video strategy for brands.

Key Points:

1. Video’s Impact:

   • Video remains the most effective medium for long-term brand building, accounting for nearly 40% of all ad spend in 2023, despite increasing fragmentation across media channels.

2. Rise of Connected TV:

   • CTV is a major growth area, offering sophisticated targeting capabilities and creative flexibility. CTV delivers a cost-effective solution, achieving 63% more efficiency in targeting the 15-44 demographic compared to traditional TV.

3. Strategic Planning:

   • The team discusses a three-pronged approach for planning CTV within a video strategy: balancing reach, leveraging addressability, and driving innovation.

4. Advanced Targeting and Creative Options:

   • CTV enables brands to use over 1,500 different audience segments and allows dynamic creative delivery tailored to user profiles, time, and location, reducing production hours and improving campaign efficiency.

5. Future Outlook:

   • CTV is set to grow further, with new ad opportunities from platforms like Netflix and Disney+. This shift will require brands to adapt their audience segmentation and data strategies, as online video continues to outpace linear TV for younger demographics.

The episode concludes by emphasising that CTV will increasingly dominate video strategies, offering unique targeting and creative opportunities for advertisers.