At the recent 9th annual VideoNuze Video Ad Summit, connected TV was a major focus throughout the day. In a presentation, Telaria CEO Mark Zagorski shared research illustrating how connected TV enable customized ad experiences that are more enjoyable, especially for younger viewers, better conversion than social and higher purchase intent than linear TV. With 30% of U.S. households not reachable by linear TV, forecast to jump to 50%, Mark makes a persuasive argument about CTVs’ important role.
A related after lunch session, “Connected TVs Take Center Stage: What Does It All Mean?” delved even deeper. The session included Christina Beaumier (VP, Product, TV Platform, Xandr), Alison Levin (VP, Global Ad Sales and Marketplace, Roku), Harold Morgenstern (SVP, National Advertising Sales, Pluto TV) and Ken Ripley (VP, Sales, Newsy) with Howard Homonoff (Principal, Homonoff Media Group) moderating.
Alison noted that 30% of viewers’ time spent is now spent with CTVs, but only 3% of ad budget are. So there’s a lot of room for budgets to shift. Ken, Harold and Christina explained how today’s media plans must include CTV to be complete, especially given viewership fragmentation. They also discuss the value of brands, discoverability, data, a unified currency, attribution and more.
Mark Zagorski presentation: The Future of OTT is Ad Supported
Connected TVs Take Center Stage: What Does It All Mean?