Within the last five years, connected TV (CTV) has reshaped the advertising landscape, emerging as a game-changer for marketers. The instant accessibility and increased convenience it offers have led to a global surge in viewership, and the numbers continue to climb.  According to eMarketer, the CTV market will rise from $25 billion this year to $40 billion within four years, nearing two-thirds of the linear TV market. This transition is fueled on the audience side by changing consumer behavior, and on the ad revenue side by the large-scale shift from linear TV advertising to digitally c ..read more

And now, a quick word from our sponsors…  For most people, this mini-intermission in a show or podcast is their cue to get up and stretch or grab a snack from the kitchen before the show continues. Today, we’ll share how marketers can take advantage of these advertising breaks — called mid-roll ads — to turn passive viewers or listeners into prospective customers. What are mid-roll ads? Mid-roll ads are video or audio ads that run in the middle of streamed content such as a show, podcast, or social media video. They differ from pre-roll ads, which run before the content starts, and post ..read more

Navigating the mighty streaming river Did you know that there are more SVOD (subscription video on demand) subscriptions in the US than there are people, with 340 million over-the-top (OTT) contracts and only 330 million US citizens? With its continuously soaring subscription rates and ever-expanding suite of must-see content, CTV (Connected TV) has also become a hot advertising platform that’s only picking up speed.  Given the sector’s rapidly growing popularity and cross-cultural buzz, when streaming giant Netflix recently announced that it lost 200,000 subscribers during the first quar ..read more

What’s inside With the rise of cord cutting behavior, traditional TV ad spend has been declining in lieu of over-the-top (OTT) and digital video. OTT has made TV advertising more accessible to performance-driven marketers. Beyond the clear synergies between OTT and mobile for app advertising across screens, addressable buying methods offer more sophisticated targeting with lower barriers to entry. OTT also offers deeper insight into attribution, as advertisers are able to definitively measure one-to-one acquisition from TV advertising for the first time. That being said, OTT is still a grey ar ..read more