Enhanced measurement, better-monetised content: CTV's future

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2021, 3:28 PM UTC

Industry leaders from A+E, Revolt, Tubi, and Estrella Media are optimistic about accelerated CTV growth in 2022.

Heading into 2022, the CTV space could finally focus on building solutions to bridge measurement gaps. While the industry has struggled with measurement standards for advertising, industry leaders are hopeful of developing more collaborative solutions across significant players for better measurement across linear and CTV.

Given that FAST channels are an effective tool for brands to reach customers, the CTV space is optimistic about increasing advertising opportunities in 2022. Brands rely on CTV to engage niche audiences and opt for a direct-to-consumer approach.

Similarly, ad-supported video services are expected to increase in 2022. According to Sarah Shriver, VP, global content monetisation and strategy at A+E Networks, “More platforms will be launching FAST channels and AVOD opportunities with advertising.” 

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