Yesterday, I shared a post about Fox-owned Tubi streaming the Super Bowl, and it got me reflecting on just how quickly CTV | Streaming has integrated into people's viewing habits and the profound impact it’s having on advertisers and marketers. Not too long ago, TV stations, cable companies, and advertisers—industries I've worked in—dismissed "cord-cutting" as a passing trend. And that was only a few years ago!
Today, CTV and streaming platforms hold the lion’s share of viewing, with over 40% of total media consumption (according to several sources like Nielsen Gauge, Comscore, Statista…). However, many advertisers and marketers are still catching up. CTV ad revenue is not keeping pace with time spent with media-(e marketer and other sources) it is an easy prediction to say this will change. The shift in budgets from traditional media to CTV | Streaming has been steadily growing
Why CTV Advertising Matters
Hyper-Personalized Targeting: Say goodbye to "spray and pray." CTV allows for pinpoint audience segmentation, reaching the right people with the right message at the right time.
Real-Time Optimization: Adjust campaigns on the fly. Test creatives, tweak messaging, and maximize ROI throughout the campaign, not after it ends.
Transparent Costs and MetricsAdvertisers are increasingly demanding transparency in CTV campaigns. Details are available: Review a full breakdown of all CTV | Streaming channels/networks, their associated CPMs, fee structures, time-of-day performance, view-through conversions, video completion rates, and the refresh dates for audience profiles and retargeting pools.
Why It’s Crucial
CTV and streaming empower advertisers with the opportunity to connect with audiences more effectively, reduce waste, and achieve better outcomes. Having worked in the CTV space since 2017, I’ve seen firsthand how these advancements drive results. They reflect the ongoing journey from good to better to best—optimizing the value of every ad impression.
If you’re thinking about diving into CTV advertising or refining your strategy, now is the time to leverage these game-changing opportunities. The tools available today allow your brand to stand out in ways that weren’t even possible a year ago.
💡 Want to explore how CTV can work for your business? Let’s connect and strategize!
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