CTV Conversations from Advertising Week 2024

CTV ad spending It continues to rise, and it has been evident this year New York Advertising Week CTV is no longer just a growing channel, it is becoming an important part of the advertising ecosystem. This year, CTV ad spending is set to skyrocket Exceeding $30 billionregistering a 22% jump as of 2023.

With broadcast TV interruption on the rise, and the average U.S. adult live TV viewership expected to exceed two hours in 2024, the industry’s focus on live TV is justified. But beyond the numbers, the talks during the event reflected the key challenges and opportunities for brands as they navigate this rapidly evolving space.

CTV Performance: Shift focus to results

The prevailing theme throughout Advertising Week was the shift from brand awareness to performance awareness CTV campaigns. While many live TV advertisers still prioritize brand awareness, there is an increasing shift toward performance goals. This represents a step towards a results-oriented approach, driven by advertisers’ increasing demand for more robust performance metrics.

One of the most important takeaways from this event was that the industry needs to step up and provide consistent measurement. Many marketers point to inconsistent measurement as a key challenge to their CTV efforts, and it was echoed on several panels. As CTV investments grow, brands are seeking to do the same Possibility of accurate measurement They have come to expect from digital advertising, but are dissatisfied with current offerings. This represents a clear opportunity – and responsibility – for the CTV industry to deliver on its promise of blending the breadth of traditional television with the scalability of digital television.

Creative TV Formats: Finding What Resonates

When it comes to performance, it’s not just about numbers. Creative formats play a major role in attracting audiences. One of the highlights of the discussion at the event was the importance of non-intrusive, creatively integrated formats that enhance the viewing experience. For example, L-shaped banners have become a favorite for their ability to deliver accurate brand content without disrupting your live feed. These formats help grab attention without overwhelming the viewer, which is an important aspect of performance-based campaigns.

Another creative trend highlighted at Advertising Week is the increasing use of immersive ads that blend seamlessly with content. The ability to innovate in this area has proven essential to justify increased investment in CTV advertising.

Hacking new ad formats

Advertisers are increasingly looking for ways to penetrate CTV platforms, and innovative ad formats took center stage at the event. Several panels highlighted the rise of pop-up ads, a unique format that is gaining traction across major streaming platforms like YouTube, Amazon Prime Video, Hulu, and Netflix. These ads, which appear when viewers pause their content, provide a non-intrusive way to get the message across.

In addition to pausing ads, screensaver ads have also sparked interest. The new full-screen “Native Screensaver” ad unit from LG Ads It has been frequently cited as a prime example of how advertisers can reach viewers during moments of natural interaction without disrupting their experience. With shorter ad loads, frequency caps, and personalized ad delivery, these formats have become essential tools for advertisers to make an impact.

The way forward: What the industry needs to address

As Advertising Week wraps up, this year’s message is clear: the CTV advertising landscape is evolving rapidly, and the brands that continue to innovate and adapt will come out on top. As we look to 2025, the industry’s ability to create engaging, performance-driven advertising experiences will be critical. From creative formats to measurable results, the CTV conversation is no longer just about volume — it’s about meaningful engagement that delivers value for both viewers and brands. And those who rise to this challenge will be the ones who succeed in this new world.

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