Programmatic CTV & OTT as new growth points

Programmatic CTV (connected TV) and OTT (over-the-top) advertising are rapidly emerging as new growth points in the digital advertising industry. With the growth of internet-connected TVs and streaming services, advertisers are able to reach audiences in new and innovative ways.

CTV and OTT

CTV and OTT advertising differ from traditional TV advertising in that they are delivered over the internet rather than through traditional broadcast or cable channels. Programmatic CTV and OTT advertising take this a step further by utilizing real-time bidding and automated ad buying platforms to target specific audiences.

One of the key benefits of programmatic CTV and OTT advertising is the ability to target specific demographics and interests with greater precision than traditional TV advertising. This is made possible by the wealth of data that is available through connected devices, including information on viewing habits, search history, and device usage.

Another advantage of programmatic CTV and OTT advertising is the ability to track and measure ad performance in real-time. Advertisers can access detailed analytics on metrics such as impressions, click-through rates, and conversions, allowing them to optimize their campaigns for maximum effectiveness.

As a result of these benefits, programmatic CTV and OTT advertising is quickly gaining popularity among advertisers. According to eMarketer, programmatic CTV ad spending is expected to reach $6.73 billion in the US alone by 2022, up from $2.62 billion in 2019.

In addition to its targeting capabilities and performance tracking, programmatic CTV and OTT advertising also offer a more engaging and interactive ad experience for viewers. Advertisers can incorporate elements such as clickable links and interactive videos, allowing viewers to engage with ads in a way that is not possible with traditional TV advertising.

In conclusion

Programmatic CTV and OTT advertising are new growth points in the digital advertising industry, offering advertisers the ability to target specific audiences with precision and measure ad performance in real-time. As internet-connected TVs and streaming services continue to grow in popularity, it is likely that programmatic CTV and OTT advertising will become an increasingly important part of the digital advertising landscape.