CTV publishers can add value to their product by launching ad-supported services

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2020, 7:35 AM UTC

People around the world are watching about 60% more content than usual through TV sets, game consoles and connected devices.

As the pandemic continues to remould consumer behaviour, customers expect “marketing activities that deliver helpful services”. CTV publishers should cooperate with brands and advertisers to optimise their services.

CTV publishers should explore launching an ad-supported service to complement their hardware sales. This can add value to sales that last beyond the pandemic, by increasing the reach and value of the CTV ad inventory.

Eliminating middlemen – like supply-side platforms – can not only help reduce transparency issues but also save money in the long run. It also allows for more control over ad content and gives the ability to “monetize inventory in the best possible way.” Publishers can also provide discounted or free products, like virtual yoga classes, through partnerships to offer additional value.

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