In 2017, after three decades in broadcasting and cable, I tapped out. I thought I was just burned out because I worked for a good company that took great care of me.
As I was getting ready to turn in my resignation, I realized it was not burnout. Instead, I came to the realization that I no longer aligned with my company's vision for the future.
My grand exit plan was no plan at all. I needed to keep busy, so day one, I decided to paint the interior of my home. It was during those quiet, reflective moments that a realization struck me: my passion for advertising was still very much alive with a newfound interest in digital. Intersection of video digital was not a streach it was #CTV | #Streaming.
With a stroke of my paintbrush, ConnectADtv was born. BWT the inside of my home will soon be repainted, this time I am hiring someone.
Looking back over the past eight or nine years, I am filled with awe and gratitude. I took a leap, and good things happened.
#CTV and #Streaming have achieved remarkable growth in a short span of time.
Here's a look at the timeline of CTV and streaming
📺 2007 – 2008 Netflix introduces streaming as campion to the DVD service. Hulu launches as an ad-supported streaming platform.
📺 2010 – Roku expands CTV access, introducing ad-supported channels.
📺 2011 – Apple TV, and other connected TV devices begin gaining popularity, offering consumers easy access to streaming services directly on their television sets.
📺 2013 – Netflix Breakthrough- "House of Cards". The first successful original streaming series & set the table for what we watch today. Amazon launches Fire TV & Freevee (formerly IMDb TV) with ad support.
📺 2014 – Programmatic advertising expands into CTV, improving targeting.
📺 2015 –2016 Nielsen begins tracking CTV & SVOD audiences. - 2016: Roku introduces its local ad platform.
📺 2017 –Programmatic advertising becomes more prevalent, allowing for automated buying and placement of local ads on streaming and CTV platforms. YouTube TV launches, offering live ad-supported streaming.
📺 2018 – Broadcasters push local CTV/OTT ad solutions. Launch ESPN+
📺 2019 – Hulu enhances dynamic ad insertion for better targeting. Launch Disney+
📺 2020 – CTV adoption surges due to the pandemic, Advertisers respond by increasing their investment in local advertising on streaming platforms.
📺 2020-2022 Peacock, Paramount+, HBO Max, Discovery + introduces an ad-supported tier. 2022 – Netflix & Disney+ launch ad-supported options, cementing CTV dominance.
📺 2023 – Amazon rolls ads into Prime Video, expanding shoppable CTV ads.
📺 2024 – CTV captures a dominant share of viewing time, The cable business from Ivory Towers to small local cable companies admit the model is broken penetration blow 50%, and #CTV ad spending surpasses $30 billion, with a focus on optimization & measurement.
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