Leveraging the company's SVOD and AVOD assets, and expanding advanced advertising partnerships, are linchpins in the core strategy of growing revenue by deploying content from all of the newly merged company's units across all platforms.
Roku's devices still heavily dominate, with 59% of programmatic ad share in this growing arena, but Amazon, driven by Fire TV, captured 19% last year, according to a new report from Pixalate.
Ad fraud in the CTV environment has grown along with ad spend, as in other emerging digital ad environments. An ad-fraud prevention expert lays out concrete steps that media buyers, marketers and platforms can take to protect advertising investments and revenue growth during as this promising channel continues to take shape.
The new MRI-Simmons and FourthWall Media partnership should enable new levels of audience profile sophistication for linear, as well as advanced, TV. Meanwhile, Amazon Web Services' Data Exchange is making Samba TV's OTT and linear data available in the cloud.
Comscore believes it's well-positioned to benefit because of its focus on contextual and Identifier For Advertising (IFA)-based audience targeting and measurement methodology. No cookies will make an IFA-based CTA approach particularly important, the measurement firm asserts.
Interactive CTV ads generated as much as 447% more earned time with viewers than standard ads.
Not satisfied with its leaps in digital advertising revenue, it appears that Amazon is now intent on dominating the CTV advertising market.
Testing OTT and other data-driven TV as part of a unified performance marketing strategy is the savvy move for legacy brands developing D2C channels, as well as response-driven digital-native brands, say execs from agencies ForwardPMX and Modi Media.
Will cord-cutters' frustration with too many services push traditional pay-TV operators and streaming services to cooperate to offer converged bundles?
The year-end flurry of OTT, CTV and addressable deals, partnerships, and new solutions and metrics speaks to an industry scrambling to take shape, and to the bumpy road ahead in the coming months.