With historically high inventory pressures on local broadcast, political advertisers face even greater scarcity of inventory and higher advertising rates heading into 2020.
Today, national brands face a number of challenges. Beyond navigating the continued consumer and channel fragmentation, they need insights at a national to the local level to efficiently reach the right audience. As such, brands are seeking more effective ways to reach local audiences and drive business outcomes.
Connected TV (CTV) and OTT advertising are expanding at the fastest rate of any major medium. To win over advertisers, we’re witnessing a battle brewing at the agency level — people are vying for marketers to shift budgets to CTV and OTT.
For advertisers, ad-supported Connected TV (CTV) offers a highly valuable proposition: a brand-safe and fraud-free environment to reach desired audiences across a broad or niche demo range.
To prove the value of their spend, marketers need to better understand how data-driven, audience-based campaigns can drive sales, awareness, and purchase intent.
In the CTV era, savvy marketers are rethinking their approach to reaching their target consumer. We’ve entered the age of “appointment advertising,” where the appointment is with the audience, whenever they’re watching.