Their assessments and the core themes of the event make it clear: The TV landscape is fundamentally changing – and Connected TV (CTV) is the driver of this transformation.
The performance paradox
One of the core themes of the event was the performance paradox. Although CTV cannot deliver the transparency and measurability that digital marketers expect in the medium term, hybrid measurement models are the keys to successful integration. Studies have confirmed for decades that TV advertising works. Now it’s about using CTV effectively where linear TV no longer performs.
The Marketing Challenge & Content Revolution
It has never been easier for advertisers to advertise on major streaming platforms. While the big players like Netflix or Disney+ dominate the streaming market, more and more smaller CTV apps and FAST channels (Free Ad-Supported Streaming TV) are also emerging. But there is currently a lack of uniform standards here – a problem that affects everyone equally, from publishers to advertisers. But the same applies to advertisers: they have to think independently of the platform and be present where their target groups are. In addition, due to the abundance of offers, a personalized approach is becoming increasingly important. AI can already make a decisive contribution here.
Connected TV is not the future of the TV advertising market – it is the present.
But successful transformation requires a close dialogue between content providers, tech players and agencies. What successful brands are already implementing: At least 30% of the video budget will be invested in CTV. Cross-platform strategies are tailored to target groups. Creative advertising materials are optimized and specifically tailored to CTV formats.
At PIA Media, we massively promote the courage to innovate while maintaining proven TV strengths and provide our customers with strategic support along this challenging transformation process by developing practical frameworks for integration. True to our promise: “simplify marketing for you to grow”.
CTV must be planned and booked with the same ease as linear TV.
Ava Decker
Senior Consultant Programmatic PIA Media
