Here's what Marketers will gain from strategic investments this year.
2022 will be another year of growth for Streaming, Smart TV and ad-supported video on demand (AVOD). The CTV market will continue to grow with more advertisers, more viewers, more programmatic offerings and stronger data partnerships.
Stream more
And when Stream services make a big splash, viewers are more likely to switch from regular TV and to OTT services like YouTube TV, fuboTV or Sling. And those are supported by advertising, with these ads being programmatic. When advertising is bought and sold strategically, campaigns can be planned across other digital channels and this is why programmatic buying is capturing a larger share of sales overall advertising sales.
Collaboration and multi-channel advertising are thriving
In 2022, Marketers will reach potential audiences by placing more ads through CTV. But they will also have to maintain some advertising on TV shows, because the transition to digital is not yet complete. Instead, the fragmented landscape will influence how advertisers buy TV ads this year.
Deploy more strategic ads
One approach to doing this would be to buy a higher CTV rate than Upfronts, but then trigger more programmatic ads. It will also result in fewer guaranteed ad buys and more bidding in closed or open markets.
Bid time is more accurate
As it stands, the majority of CTV ads are served through VAST, the standard developed by the Interactive Advertising Bureau (IAB) for displaying ads on laptop and desktop video players, as well as like on mobile devices.
Over the next year, Open Real-Time Bidding (oRTB) is expected to grow even more powerful, as advertisers enable more automated bids to reach more relevant audiences for their ads. fox.
Live sports
It's not just scripted television that attracts viewers to streaming services. Many live sports will also be streamed online. For example, in 2022, Amazon Prime will exclusively broadcast Thursday Night Football. Meanwhile, NBC has renewed its contract with the Premier League and will show many of those matches on Peacock. According to Kevin Krim, CEO of advertising measurement and analytics company EDO, these are “upstream” deals that will impact the entire TV sector.
CTV has disrupted many traditional TV viewing behaviors, especially with hit shows. Now, the move from live sports to streaming will create another wave. Viewers will still watch this popular content, but advertisers and their adtech partners will decide where they're watching.
Original post: https://martech.org/2022-predictions-ctv-and-cross-channel-advertising/
Translator: Phan Hoang Bach
