Transparency, Equality, and the Future of CTV at AWNY

As part of Advertising Week New York’s 20th year, we had the opportunity to host a panel on a rapidly growing topic – Addressable CTV. Our CEO and Founder Ajay Gupta was joined by panelists from Chinese Laundry, Moore, Freewheel and New York Interconnect. These experts discussed current trends and the future state of CTV, as well as their wishlists, as the channel grows.

ICYMI … 

Current Trends in CTV 

1. Significant Increase in Number of Audiences – As the number of streaming platforms grow, there are more audiences for advertisers to reach. This leads to more scale and more affordability for marketers looking to stretch their budget. 
2. Live-streaming sports and events – This year, our experts noticed the major increase in live-streaming sports and events. This was especially obvious during the Paris Olympics, and the trend has continued into football season.   
3. Interactive and Shoppable Ads – This new ad format, where ads with QR codes are shown alongside streaming content, makes it much easier to provide ROI, and provides a great experience for consumers during events like live sports.

Marketers Want More Transparency

The rapid growth of CTV has created a lot of data silos for advertisers. Our experts mentioned that it is still hard to see consumer data across linear and connected TV, as well as other digital channels. By working across silos, it can be possible to create a household-impression view, and combine that household ID with a digital CTV or display campaign. If there were more third-party measurement companies that did this, advertisers and publishers could have a holistic view of their campaigns and be more efficient with their spending. 

• Sarah Zurell, CMO of CELS Brands (Chinese Laundry) described the challenge of omnichannel advertising as “weaving together an advertising matrix that’s going to work”. Having more transparency with third-party data, along with tapping into a brand’s first party data, means marketers can make sure they’re weaving something together that’s meaningful. 

The Next Frontier for CTV

Our experts agreed that the next frontier for CTV should be more accessibility of data. The first step will be the unification of data sets – to understand all the data across linear and CTV would be a huge step for marketers in this channel. Part of that will be creating data that is more uniformed across linear, CTV, and other digital channels, and available for anyone. 

In discussing accessibility and equalization of Addressable CTV, Ajay pointed to Facebook’s ease-of-use: “Something like Facebook for the DSP world for the SMB market would be the next frontier.” 

Making Addressable TV work 

At Stirista, our proprietary DSP, ESP, and CRM means more of your CTV budget can go directly to conversion-driving impressions. We carry a premium CTV supply, the best targeting segments, a cookieless website visitor identification tool, and a hyper-granular view-through attribution system. 

~ Transparency, accuracy, and ease-of-use are at the heart of everything we do.