Posts for 'Keynes Digital'

Connected TV (CTV) has quickly become a centerpiece of modern advertising, especially for brands seeking performance at scale. The promise is tantalizing: premium TV content, streamed across devices, delivered with the targeting precision of digital platforms. But as new self-serve platforms race to capitalize on this momentum, a fundamental question arises: Are these tools truly delivering value, or just offering a simplified illusion of success?

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As the cost of traditional streaming services continues to rise, consumers are increasingly turning to free, ad-supported streaming platforms (FAST channels) like Pluto TV. For advertisers, this shift presents an opportunity to reach diverse and engaged audiences in ways that have been largely overlooked. However, the advertising industry has been slow to fully embrace FAST channels. This hesitation can be traced back to a disconnect between decision-makers and the consumers they’re trying to reach. Many advertising professionals, who are often well-paid and white-collar, personally prefer premium, ad-free streaming services and fail to recognize the unique value FAST channels can offer.

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