Who needs cable when you can stream everything you want to watch on Connected TV (CTV)? That’s the question prompting advertisers to pivot their marketing strategies. New data from industry leaders highlights that CTV is the platform of the future, with the likes of Amazon Fire TV, Roku, and Google Chromecast garnering the largest shares of viewings. As audiences continue to shift toward digital media platforms, marketers are able to measure better and target their campaigns to reach specific demographics with higher accuracy than linear TV. The real gem behind CTV is the ability to measure user actions and optimize accordingly. As 2023 approaches, brands looking to stay ahead in the emerging market must adapt their strategies to stay top-of-mind for customers.
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As brands and marketers from across the CTV ecosystem scramble to make sense of their rapidly changing landscape, there’s lots of value in coming together and sharing notes. That’s what happened when industry publication Ad Age hosted two CTV-related installments of its “Ad Age Next” conference series in New York City late last year. Marketers gathered in Manhattan to hear speakers from companies like Netflix, Roku and Google share their thoughts about where CTV is heading in 2023.