“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.
Today’s column is written by Samantha Stockman, group director at The Media Kitchen.
This year’s virtual Newfronts made it clear: The connected TV (CTV) industry has heard advertisers’ pleas for better, more universal measurement. Whether it’s increased direct integration with demand-side platforms (DSPs) or building out an owned solution, a common theme was aggregating linear and CTV buys into one platform with the ability to control reach, frequency and duplication across an entire buy.
Improvements in measurement are coming at an important time, as CTV viewership continues its year-over-year rise. This is further bolstered by consumer behavior during COVID-19: The average time spent with CTV is expected to increase by 23%, according to eMarketer.
As a result, CTV providers are sweetening their individual offerings and investing in owned technology to convince