Commentary
Buyers, Sellers 'Massively' Differ On OTT Advertising's Status, Just 36% Of Viewers Satisfied With OTT Ads
- by Karlene Lukovitz @KLmarketdaily, June 14, 2021
Talk about a perception gap.
While 70% of sellers believe they provide enough data for streaming ad campaigns, just 39% of buyers agree, according to a survey of 608 buyers and sellers conducted by Dynata for Conviva’s 2021 State of Streaming study.
In addition, while nearly three quarters of sellers …
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Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Very interesting, Karlene. What this research tells me is that CTV is being greatly hampered by its digital media orientation where audience metrics, placement of ad messages, content safety and other issues are concerned---especially, I assume, for programmatic buys. Yet CTV offers better targeting capabilities and the ability to control the number of commercials sent to a particular device. If it was true that almost all of "TV" is going in the same direction and adopting "digital" methods of ad placement,time buying and "impression"-based metrics, etc. this probably poses no great problem. However, most of TV is not headed in that direction and you can bet that the TV network AVOD services will be user- and advertiser-friendlier, compared to CTV. Perhaps it's time for CTV to stop being so different and be more like "TV", not the other way around.
I have said for years now, programmatic advertising is not a distribution solution for every type of ad campaign. Whether CTV or online some ads don't make sense from a financial or marketing standpoint. You spell this out Karlene. This sad part is digital advertising has become almost turn to a cult like enviroment that nothing can go wrong. Spell out all of the programmatic problems and this will be beginning to improve advertising again.