YouTube TV is reportedly in talks with Vox Media, Brat TV and others to add free, ad-supported streaming channels -- a way to attract more streaming ad dollars while giving platform users cost-free value-added content.
The core technology needed to drive a breakthrough for addressable TV advertising exists, but industry cooperation is needed to "put the pipes together," say ad-tech executives.
Execs from top agencies weigh in on what's needed to accelerate momentum and spend levels.
CTV's share of impressions has been 35% or higher in each of the past five quarters.
By 2023, Hulu and YouTube will still be the top two platforms by CTV revenue, but Roku, Pluto TV and Tubi will have eaten into their shares.
For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness.
That Q3 stat is up from 17% reporting the same in Q3 2020.
Does this "no fuss" device really signal "the end of the set-top box"?
Large percentages of TV buyers surveyed by Xandr plan budget increases for DDL, OTT/CTV, addressable and other digital video, but only about half of OTT/CTV budgets are allocated to programmatic buys.
83% report watching streamed TV, versus 81% watching live TV. Heavy live-TV and streaming watchers have both declined, but mid-level streamers have increased significantly.