Just before the Thanksgiving break IAB UK published an excellent guide to connected TVs (CTVs) and advertising in the UK market, called “Changing the Channel.” Though the guide is specifically targeted to the UK, many of its findings and recommendations are generalizable to other global markets.
Highlighting how omnipresent CTVs have become, the guide cites data from OfCom that 47% of UK homes now have a CTV, with the vast majority having access to broadcast VOD or SVOD services. No surprise 16-34 year olds have the highest likelihood of access and usage of these VOD services. The guide also notes research IAB UK conducted with Differentology to better understand CTV usage and attitudes, plus how advertisers can best capitalize on new opportunities.
Importantly, the guide starts by clarifying what is meant by the term “CTV” and related terms like “OTT,” “AVOD,” ‘Programmatic TV” and “DAI.” I very much agree with the definitions IAB UK has set out. There is still a lot of murkiness in the industry about some of these terms and I commonly see some of them used interchangeably, which can cause even more confusion.
The guide explains how consumers’ viewing behaviors are changing, the role CTVs are playing in fueling these changes, and what impact all of this is having on advertisers. More specifically, the guide explores unique CTV ad opportunities around reach and targeting, new formats, the evolution from desktop to programmatic to CTV and how to plan, buy and measure CTV campaigns. There are also sections on future proofing CTV strategies and data privacy.
The guide also includes narrative content and data from executives of companies active in the CTV market such as Amplifi, AudienceProject, Finecast, GroupM, Integral Ad Science, LiveRamp, MediaCom, PubMatic, Samba TV, Samsung Ads/Europe, Telaria, Total Media, Tremor Video, Vevo and Xandr.
The guide is a terrific resource for anyone in the industry seeking to learn more about CTVs and the increasingly important role they’re playing for all buy side and sell side stakeholders.
The report is available for download here.