Calvin Scharffs, VP of Product Marketing at Pixalate, recently shared his views on the pandemic's influence on TV advertising with Simon Hodgkins, host of VistaTalks podcast. Read this blog and listen to the full episode of the podcast on YouTube or Spotify to learn how the pandemic changed CTV advertising.
The traditional form of watching TV is fading away, particularly among younger generations. People want flexibility and more choices of what and how to watch. Connected TV (CTV) makes this possible, giving them various options - like Smart TVs or Roku devices - to stream their favorite content.
Currently, Roku is the dominant device type, with a 45% programmatic CTV advertising market share. However, the whole market is rising rapidly. According to Pixalate's Global Connected TV Ad Supply Chain Trends Report, the number of CTV apps supporting open programmatic advertising increased by 71% YoY.
The importance of brand safety
Advertising budgets are not endangered only by ad fraud. There are many other factors to consider to communicate correctly and effectively - one of them is brand safety. Displaying ads next to explicit content could result not just in wasting your money but even bringing negative sentiment toward your brand among the audience.
"I think brand safety is the key as you start to get global and you're starting to get these different applications and apps from other parts of the world. You need to be cautious of whom you do business with. And these companies that we do business with are interested in placing their networks, and they want quality and transparency for their advertisers and their publishers. So it's crucial to be able to do that," explains Calvin Scharffs.
Schedule a chat with Pixalate's experts to unlock the full potential of CTV advertising.
