There is no doubt that TV advertising is a massive market—spending on traditional and connected TV (CTV) will reach $93.33 billion by 2025, from $79.31 billion in 2021. However, over the past few years, a lot has changed. According to Kim Kelleher, president of commercial revenue and partnerships at AMC Networks, “This is the first year, going into Q4, where the definition of television has truly expanded [to span] linear, digital and streaming.” Linear TV viewership is on the decline, and by 2023, eMarketer predicts that US adults will spend an average of 2:51 hours per day with traditional TV, down from 3:27 hours per day in 2019. During the same period, time spent on digital will increase from 1:51 hours in 2019 to 2:51 hours in 2023.

Background on Targeting with TV

The pandemic accelerated both viewership and advertising on streaming services. On top of that, CTV has made advertising more accountable and potentially more effective. Why? Well, when you buy advertising on linear TV, targeting is broad and depends on the network, shows, and timing. With CTV, targeting is more niche because the service providers have access to user info and location data. This means ad inventory has the potential to be more efficient because buyers can direct their ads to more finely targeted audiences and track their campaigns through the entire customer experience and journey.

Cuebiq’s TV Audience Segments in LiveRamp’s Data Marketplace

Where a consumer spends time tells us a lot about their world and their interests. And now, through our new modeling capability, you can leverage Cuebiq’s best-in-class offline insights across new channels for greater audience reach. In order to support advertisers expanding into TV, Cuebiq has packaged its fifty top-performing audience segments, and using modeling, expanded those segments to reach TV devices, resulting in more scale on Linear and CTV.  This step allows for more precise targeting in CTV by deploying mobility data, and all the rich behavioral insights that comes with it, to target households actually consuming CTV.

Amplified by our partnership with LiveRamp, Cuebiq TV segments combine best-in-class mobility data and consumer shopping patterns with U.S. household identifiers and verified CTV viewership. By enhancing our location data with household and viewership data, we produced new segments available in the LiveRamp Data Marketplace. Advertisers can access these CTV audiences in the LiveRamp Data Marketplace. 

Looking to the Future

US marketing professionals consider CTV “more effective than linear TV at driving advertising ROI and managing frequency.” The unique capabilities of CTV have changed the way marketers are approaching TV advertising, and for brands looking to run successful media campaigns across advanced television this holiday season, the Cuebiq CTV segments are the perfect fit.  They offer both precise mobility data and scale to reach large audiences. They can be found in the LiveRamp Data Marketplace Segment Name: CuebiqTV>Segment Name.  For further information about these segments, chat with an expert.

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If you work in TV, you’re undoubtedly gearing up for upfront season 2019, which is right around the corner. If you work on the media buying or planning side, you might be facing the issue of grappling with the ever-changing TV landscape. From data-driven targeting to connected TV to programmatic buying, the TV inventory buying process has changed dramatically in recent years. In order to keep up and even get one step ahead, it’s important for you to understand whether your media buys are actually driving consumers to take action and buy a product. But how can you do that?

The Current State of TV Upfronts

Let’s start with a little background on the upfronts, which are not going away anytime soon. After all, TV is still the safest and most effective way to connect with audiences. The upfronts present a golden way for media buyers to secure inventory for premium content — which is critical to ensure they’re reaching the most invested and engaged audiences.

Advertisers are pouring money into upfront TV buys, and the industry projections back this up. According to eMarketer, upfront TV ad spending is projected to increase 2.1% from last year to a whopping $20.75 billion. When you’re allocating such a large amount of your budget to upfront TV buys, it’s essential that you understand whether those buys are actually driving ROI or not. Not only will this enable you to prove the success of your campaigns to your manager, but it will also help you know which inventory you should pick for next year’s upfronts.

The Impact of Footfall Attribution on ROI

In order to prove whether your campaigns are working or not, you can use footfall attribution for TV. Through location intelligence, you can map TV viewership to visitation and see whether users exposed to your campaign visited your brand location after. You can then link that visit to an actual sale, to prove that your campaign is working.

In a recent study we commissioned with Advertiser Perceptions, we found that one of the biggest challenges TV advertisers currently face is the “inability to include TV in cross-platform media measurement.” Advertisers are increasingly focusing on multiple channels, wanting to understand how their efforts are performing holistically, so that they can optimize their media mix. Footfall attribution is important because it enables you to understand cross-channel ROI.

Through cross-channel incremental lift, which allocates proportional credit to each marketing touchpoint across all channels, you can see how each channel affects the other and overall performance leading up to a store visit. In this way, cross-channel incremental lift can inform how much of your budget you allocate to each channel, so that you can generate maximum ROI.

Now that you know a bit more about how to improve your TV measurement strategy, we hope you feel a little more prepared for the upfronts. If you’re looking for more information leading up to the upfronts, check out our recent TV white paper.

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What do marketers really want from a TV attribution solution, and how does that compare to what they are able to employ today? Thanks to our research partner Advertiser Perceptions, we’ve been able to answer these questions in a study we commissioned that dives into the evolving TV measurement landscape. Read on for three key takeaways based on a survey with advertising decision makers, who revealed how they really feel about advertising measurement in the TV space.

Download Study

1. Ask more of your TV attribution solutions

According to the study, while most advertisers rate attribution tools as “Good,” many still report difficulties with measuring attribution effectively. Recognizing that TV advertising consumes a large share of their budgets, advertisers are settling for attribution solutions that are “good enough” in order to get basic metrics to report.

However, advertisers should require more from their TV attribution partners. Currently, the top challenges advertisers cited with regard to TV ad effectiveness measurement were “insufficient attribution metrics” and “inability to include TV in cross-platform media measurement.” To solve for these challenges, they need to identify partners who offer real-world attribution metrics as well as cross-platform media measurement, at a minimum. This is the new standard, and advertisers who do not measure in this way will get left behind.

2. Enhance attribution with location intelligence

In searching for a universal metric for attribution, the industry has long overlooked the most helpful one of all: location intelligence. By providing a window into the full customer journey, location intelligence can be an actionable center for measurement and analysis.

Footfall attribution for TV uses location data to reveal real-world actions of consumers such as in-store visits, so that advertisers can see whether their TV ads in fact drove consumers to store. This store visit can then be linked to an in-store sale, and thus provide a rock-solid KPI for TV advertisers.

Currently, about 75% of agencies and marketers use location data for attribution, but they haven’t tapped into the full range of use cases here. They are missing opportunities to take location-based attribution to its full potential, such as using footfall data to understand the relative impact of different channels in the customer journey. Advertisers can then use footfall attribution to refine their target audiences and create a feedback loop that helps them optimize their spend.

3. Look for privacy, granularity, scale, and ease of use

In a crowded attribution space, advertisers are growing increasingly frustrated by attribution and location partners that don’t follow through on their measurement promises. In particular, industry leaders expressed skepticism for any location or attribution solution that claimed interoperability, privacy compliance, and scale.

Yet the ideal measurement partner would deliver all of the above, along with granularity. An attribution measurement investment needs to hit the criteria of privacy, granularity, scale, and ease of use in order to yield full value.

When evaluating a location partner for attribution, it all comes back to the quality of the data. Using high-quality data will ensure you gain meaningful campaign insights, enabling you to develop campaigns that resonate more with your target audience and ultimately grow ROAS for your TV campaigns.For more insights on the evolving TV measurement landscape, be sure to check out our white paper.

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When you think about location data, you might not immediately think about sports. However, when you merge location and TV data, you can see how and where consumers are watching sports in real-time — and whether ads during games are actually driving them to store. The combination of location data with raw TV data is unique, and we are just scratching the surface of it!

Consumer Viewing Habits of Live Sports

Let’s consider why live sports are different that any other TV programming, and why we need to measure ads that run during them differently. Sports are one of the only programs that people are still watching in real-time — 95% of sports viewing is live. What’s more, sports are a co-viewing activity, as people often watch them together rather than binge watch them solo.

Advertisements during live sports are also less invasive than in other programming, as they occur during time-outs. Consumers are not missing valuable game play when ads run, as opposed to when they watch their favorite reality TV show that’s constantly interrupted by ads.

Since people are consuming sports differently than they are other types of TV, it’s important to reevaluate how to measure advertising during games. Combining location data with TV data can reveal many valuable insights, such as whether people viewing a brand’s ad during a live game are actually visiting the brand’s store afterward.

Footfall Attribution for Sports Bars

By connecting location and TV data, one can understand whether people viewing a brand’s ad in a sports bar are visiting that brand location afterward. There’s currently a huge dark spot in TV ratings, because traditional TV measurement is not taking into account the massive number of people who are watching games at sports bars. By only measuring households, advertisers might be missing out on the large chunk of viewership that occurs in bars.

Take the Super Bowl, for example. By combining location data with TV viewership data from manufacturers, it’s possible to match into TVs airing the big game at a bar, and then determine whether people viewing the ads at that bar then visited a brand’s location or not. In this way, it’s possible to identify the visit lift that came from bars during the Super Bowl.

Game Sponsorship Measurement

In terms of innovative ways of using location and TV data, we’re only scratching the surface. Another way the two can be used in conjunction with one another is through sponsorship attribution.

For example, if Tostitos sponsors the Fiesta Bowl, they can use location and TV data to see whether the sponsorship influenced people to visit stores selling Tostitos products. This is a powerful metric for measurement, as it is grounded in real-world visits.

Impact of Advertising on Stadium Visits

Finally, another use case for merging location and TV data is regular footfall attribution, which can be especially helpful for determining whether promos drive more stadium visits. For example, if the NFL advertises it's Ticket Exchange product, does that actually drive more people to visit any given stadium on a Sunday? Footfall attribution enables the NFL to measure this, and thus be able to determine the ROI of their campaigns.

These are just a few of the many examples of what can can be done when location and TV data are combined. If you’d like to find out more about how to measure TV advertising with real-world consumer actions, take a look at this blog post.

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Super Bowl ads can be memorable, go viral, win awards — and for some, are more important than the actual game. Whether you work in marketing or on Wall Street, Super Bowl ads are fun to watch and actually drive non-football fans to, well… watch football.

Nielsen data showed that the 2018 Super Bowl averaged 103.4MM viewers, ranking it in the top 10 most watched American television programs of all time. But how many people are tuning in for just the ads? According to Prosper Insights and Analytics, 17.7% of adults say that advertisements are the most important part of the Super Bowl. So not only is around one third of the country watching the game, but a good portion of those viewers are most excited for the ads.

The Super Bowl represents a great opportunity for advertisers because it's a rare moment when TV viewers not only want to see ads but are actually tuning in just for them. The impact lasts even after the game, with viewers talking about memorable ads in the news and on social media. Some past Super Bowl ads have even entrenched themselves firmly in our pop-culture — remember the Budweiser frogs?. But even with this type of impact, are the ads effective in terms of ROI?

A Stanford Study in 2015 showed that Super Bowl ads can be very effective in terms of driving market share and sales — but that's not always the case. At Cuebiq, we were interested in seeing if there was a connection between Super Bowl ads and footfall (or visits).

We didn’t measure any ads in last year’s Super Bowl, but we used our industry-leading Analytics tool to measure overall footfall trends for auto, QSR, and telco brands. We looked at footfall trends 21 days before and 21 days after the big game to see if there was any uplift in terms of visits. What we found was pretty interesting… take a look for yourself.

Auto Brands With Super Bowl Ads

Auto ads during the Super Bowl are entertaining and can make you want to go out and buy or lease a brand new car. However, we found that in 2018 there was actually a decrease in footfall among the auto brands that ran an ad, even recognizing that the automotive industry has a longer sales cycle than other industries. We found it interesting that the automotive brands that ran Super Bowl ads in 2018 saw a decrease in visitation.

More specifically, out of Lexus, Jeep, Hyundai, Toyota, Dodge, and Kia — Lexus, which aired a Black Panther ad, saw the largest decrease in footfall in the group, of 4.5%.

Followed by:

• Hyundai (-1.5%)
• Kia (-1.1%)
• Jeep (-0.86%)
• Dodge (-0.75%)
• Toyota (-0.69%)

For a look at overall footfall trends for the time period, see below.

QSR Brands With Super Bowl Ads

While viewers love food commercials (I know I do), there was not an immediate and massive surge in footfall traffic to brick-and-mortar QSR locations after their Super Bowl ads ran. Between Wendy’s and Jack in the Box, Wendy’s had an uplift in footfall traffic of 3.3% following the airing of its Super Bowl ad, while Jack in the Box saw a 0.5% uplift. See below for a look at overall footfall trends for the time period.

Telco Brands With Super Bowl Ads

Despite all the buzz around telco Super Bowl ads, similar to auto and QSR ads, there was not an immediate nor  huge surge to a telco brand’s brick-and-mortar locations after their Super Bowl ad. Between Sprint, T-Mobile, and Verizon, Sprint had the highest footfall uplift after the Super Bowl with 5.2%. T-Mobile followed at 4.1% and Verizon at 3.9%. See below for a look at overall footfall trends for the time period.

Why Measuring ROI Matters

While the Super Bowl advertisers we looked at didn’t see see major uplifts in terms of visits after their ads ran, it doesn’t mean that their ads weren’t successful. We were only looking at overall footfall trends; however, because Super Bowl ads require a heavy investment, it make sense for advertisers to measure ROI. With this year’s big game on Sunday, it will be fun to see which advertisers are coming back, which are taking a year off, or which new advertisers will appear this year. Either way, we at Cuebiq will be watching and voting on our favorite commercials. Tune in to the Cuebiq blog in February to see our 2019 analysis of footfall trends for this year’s Super Bowl advertisers! If you have any questions or want to learn more, contact us for help!

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Despite the fact that ad loads are increasing, TV viewership is gradually shrinking. Given this reality, it’s more important than ever that marketers understand how to optimize their targeting and measurement tactics, to make the most of those people who are watching TV. For marketers who are able to do this successfully, TV can easily be their highest performing inventory source.

Let’s talk about TV measurement, specifically. Television viewership alone is not a strong enough metric to measure TV advertising. There’s one major change that needs to happen for marketers to be able to understand whether their TV campaigns are effective or not — they need to move away from vague metrics such as viewership and toward those based on real-world consumer actions, such as footfall attribution.

Traditional Ways of TV Measurement vs. Footfall Attribution

Traditionally, viewership — how many people have seen an advertisement — has been the predominant way of measuring television ads. However, understanding whether people simply saw an ad does not in fact mean they took any action afterward to engage with that brand or convert. As follows, to see the true ROI of TV ads, it’s essential to analyze the actions of consumers post ad exposure.

That brings us to footfall attribution, a relatively new concept in the TV space. Through location data, marketers can understand whether their TV ads actually drove more consumers to store — a concept known as “visit lift.” Marketers can use location intelligence to get more granular in analyzing TV advertising performance, which can be broken down by program, network, and day part. By understanding the offline behaviors of consumers, they can gain further insights such as time spent in store, visit frequency, and most visited days and hours.

What Makes a Strong TV Measurement Solution

Not convinced? Let’s discuss what comprises a strong TV measurement solution. There are three main factors to consider when evaluating TV attribution solutions:

1. Scale of Viewers

In order to get an accurate representation of ad impact, you need a high scale of viewers for the data to be statistically significant. In addition, the audience can’t be incentivized to view ads — because then they won’t be representative of the population.

2. Privacy Compliance

When evaluating data providers, you should make privacy compliance a key consideration. Not only is it the ethical responsibility of data providers to protect user privacy and collect data only from opted-in users, but it’s also a business imperative for them if they want to survive in the current climate of increasing privacy regulations.

3. Cross-Channel Measurement Capabilities

Finally, a TV measurement solution must have cross-channel measurement capabilities. That means being able to understand how each channel affects the other, for example, seeing how a brand’s TV combined with digital advertising drives visits. In a world where we consume ads across multiple devices, it’s essential to gain the entire picture of measurement.

At Cuebiq, we just announced the launch of our TV attribution solution, which provides a cross-channel view of how the media mix — including both linear and advanced television — impacts the consumer journey to brick-and-mortar locations. To learn more about our TV attribution solution, give us a shout!

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With its ability to boost brand awareness and deliver strong returns, TV advertising is undeniably powerful. However, brands have traditionally used sales attribution tools or custom sales lift studies as a way of measuring the success of their TV ads — but these methods require longer wait times and lack the ability to tell a complete story. This in turn has prevented them from fully understanding their TV and cross-channel investments and being able to optimize their media spend accordingly, which is essential to achieve maximum ROI.

Since marketers are projected to increase their media spend by nearly 30% by 2022, it’s more important than ever that you understand which advertising campaigns of yours are driving results and which aren’t, so you can adjust your strategies accordingly.

What’s more, looking at campaign results over time can reveal which channels are generating the most ROI for you. Based on your findings, you can then reallocate media dollars to the most effective channels in order to maximize your results and be as efficient as possible. Not only will this help your department and company as a whole, but it will help you stand out to your manager.

So what’s the secret to measuring your TV campaigns? Footfall attribution.

Footfall Attribution for TV

In our last blog on TV, we discussed how marketers can buy location-based audiences and target specific households with TV ads. Yet that is only one piece of the puzzle — in order to understand how your TV campaigns are truly performing against your target audience, you need to be able to see whether your audience actually visited your store after viewing an ad.

This concept is known as footfall attribution, which uses location data to reveal real-world actions of consumers — one of which is in-store visits. By understanding the offline behaviors of your consumers, you can determine whether your TV ads drove your consumers to store, which can then be linked to an in-store sale. In this way, footfall attribution is the ultimate KPI for TV marketers, as it answers the fundamental question: Is my campaign actually generating results? Where else do my target consumers shop, how often, and where do their loyalties lie.

To break it down further, footfall attribution for TV is comprised of two parts: visit uplift and visit optimization.

Visit Lift

At the end of a campaign, you can use footfall attribution to determine whether the campaign generated visit lift, or “uplift” — i.e., more consumer visits to your store. Whether a campaign results in visit lift or not is a key indicator of its success.

Let’s consider an example. Say a big box retailer wants to know whether their TV ad campaign for sofas drove visits to their store. If they determine there was in fact uplift, then they can overlay that visit data with their own transaction data to determine whether visits correlated with actual sofa purchases. Thus they can better link specific TV campaigns with sales, and gain a better understanding of how advertising is driving real-world results.

Visit Optimization

Not only does footfall attribution enable you to see whether your TV campaigns drove uplift, but it also enables you to optimize your campaigns in-flight. Through visit optimization, you can see how your campaigns are performing in-flight and optimize them accordingly in real time.

For example, if a QSR runs a TV campaign advertising their new burger combo deal, they can then see how that ad is performing while the campaign is still in-flight. If they notice that a certain campaign creative is not performing well in terms of driving visits, then they might want to switch out the creative or place the creative on a different platform, to develop the optimal ad experience for the consumer.

By optimizing your campaigns in-flight, you will simultaneously optimize your media spend. Refining your campaign while it’s still running will minimize waste of precious media dollars and enable you to reallocate them to more effective media buys.

Cross-Channel ROI

Finally, marketers are increasingly focusing on multiple channels, wanting to understand how their efforts are performing overall and how to optimize their entire media mix. Cross-channel incremental lift can help them do that.

By allocating proportional credit to each marketing touchpoint across all channels, cross-channel incremental lift enables you to understand how each channel impacts the other and overall performance leading up to a store visit. For example, cross-channel incremental lift could reveal that your TV and digital efforts combined drove 30% more visits than TV alone, and 70% more than digital alone. In this way, cross-channel incremental lift enables you to correctly apportion your budget to the channels that resonate best with your consumers, as well as generate the maximum ROI possible for your brand.

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You may think that advanced audiences only apply to advanced TV — but in fact, you can use advanced audiences for linear TV as well.

Let’s back up. What do these terms mean? In our last blog on TV, we broke down the differences between linear and advanced TV — essentially, traditional vs. non-traditional TV — as well as how they each contribute to the state of television advertising today. Advertisers are projected to align with the growing market trend toward connected TV adoption and reallocate their budget to this channel. As they do this, they need to think about how they can maximize their investment to prove ROI.

There are several new technology innovations that allow TV marketers to maximize their media investment. From buying audiences based on real-world behaviors, to targeting specific households, to measuring the impact of ads on store visits, there are many new factors helping TV marketers target their audiences better and gain a more complete view of the consumer journey.

Demos Are Out, Audiences Are In

Traditionally, TV inventory was bought and sold using age or gender demographics. You’d know the demographic of viewers for a particular show — say women, 18–49 — and buy inventory for that show assuming you’d reach that intended demographic.

Now, however, audiences are the dominant currency for buying TV inventory. A buyer can create their own audience needs — such as eco-conscious families looking for a hybrid vehicle — and then make buys based on those audience criteria.

For advertisers honing in on these audiences, new technology such as location intelligence is invaluable. It enables marketers to map the offline consumer journey through real-world actions such as in-store visits, dwell time, visit frequency, brand loyalty, cross-shopping activities, and more. Getting this granular with the data enables marketers to base their audiences on specific, proven consumer behaviors, ensuring they are getting the most refined audiences possible for targeting.

Using Addressable TV to Target Specific Households

To go one step further, TV marketers can actually target specific households with certain ads. Using addressable TV, advertisers can purchase audiences using household level profiling and segmentation to deliver different TV ads to different households watching the same program. By identifying the segments of consumers who are most likely to purchase their product and then targeting them directly, marketers can deliver much more customized content that resonates with their consumers.

Marketers are decidedly in favor of using addressable TV for a variety of reasons. According to eMarketer, the leading benefits of addressable TV ads according to key decision makers are targeting precision and granularity (65%), increased ad relevance (59%), and targeting unique households (56%).

What’s more, addressable TV is particularly useful when it is combined with digital to create a cross-channel campaign. For example, an advertiser can target a specific household watching Project Runway on TV with an ad during the program, then deliver an ad to them on mobile afterward, when they’re on Instagram. When paired with location data, this kind of multiple-platform targeting can prove especially powerful, even directing the viewer to certain locations featuring the product advertised.

Tying It All Together With Measurement

Perhaps the most important aspect of audience targeting is that it enables a marketer to follow the consumer journey. This includes determining whether the target audience visited an actual location after viewing a TV ad. A store visit is a key KPI for TV advertising, as it shows the direct impact of the ad on real-world behavior — and intent to at least browse the store, if not make an actual purchase.

By revealing how audiences act in the real world after viewing TV ads, footfall attribution moves TV from simply a branding ploy into the realm of direct measurement. With new technologies available, marketers can not only see how their TV campaigns are truly performing against their target audience, but they can then reallocate their media dollars accordingly and maximize ROI.

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The terms linear and advanced TV are thrown around a lot these days, and you may be wondering: What’s the difference? And how do VOD, OTT, and CTV factor into things? We'll be honest—the future of television advertising lies with connected TV—so most importantly, how can you leverage the impact of the industry's largest media channel?

As ad spend continues to increase, advertisers need to align with the market trends and reallocate budgets to the most effective channels to prove ROI and increase return on ad spend. Targeting the right audiences and measuring the impact of CTV advertising through attribution will be critical for success. 

We’re here to help you understand these acronyms, how they contribute to the current state of television, and how Cuebiq can help you utilize CTV measurement to your advantage.

What Is Linear TV?

Linear/ Live TV is the traditional means of watching TV, in which a viewer watches a TV program on the channel it’s presented on at its scheduled time.

For example, if you watch “Blue Bloods” on CBS at 10pm ET on Friday when it premieres, that is considered a linear TV viewing experience.

What Is On-Demand TV?

You are probably familiar with on-demand TV, but here's how it comes into play. On-demand is also known as non-linear TV, and refers to viewers selecting and watching content whenever they wish.

For example, if you watch “Blue Bloods” on your cable’s video on-demand (VOD) — or you DVR the “Blue Bloods” Friday night episode and watch it later — that is considered on-demand. If you watch “Blue Bloods” season one from several years ago on Hulu, that is also on-demand.

What Is Advanced TV?

Advanced TV is essentially all non-traditional TV. It’s the umbrella term encompassing OTT/ connected TV and addressable TV.

Connected TV

Connected TV, or CTV, refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. It also refers to devices that use a television as a display and can connect to the internet to access content. A smart TV is a television set with integrated internet — regular televisions can also be made “smart” through set-top boxes that enable advanced functions.

Over-the-Top Devices

OTT is the term used for the delivery of TV and film content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service like a Comcast or Time Warner Cable. OTT leverages apps to stream video content to a TV using both on-demand and linear/live content. Examples of OTT devices are Apple TV, Roku, and Amazon Fire TV.

Subscription Video On-Demand Services

SVoD refers to services that give users unlimited access to a wide range of programs for a monthly flat rate. Examples include Hulu, Netflix, Amazon Prime Video, Sling TV, and YouTube Red.

What Is Addressable TV?

Addressable TV allows advertisers to purchase audiences, using household level profiling and segmentation to deliver different TV ads tailored to different households watching the same program. The software sits inside the DVR (set top box), allowing the network provider to serve custom ads to the households. Network providers include Comcast, Dish, DirecTV/ AT&T, Cablevision, and Verizon.

The Current State of Television Advertising

Now that you know what these various TV terms mean, you’re probably wondering how they all affect and contribute to the state of television advertising today. The pandemic accelerated the rise of streaming, condensing years of evolution into just a few months. While connected TV advertising makes up a smaller portion of overall TV advertising, it is projected to grow significantly in the coming years as audiences continue to adopt digital streaming as their primary method of watching TV.

According to an article from Insider Intelligence, US advertisers will spend $18.89 billion on CTV in 2022, up 33.1% over 2021. CTV surpassed all pre-pandemic projections and is now one of the most rapidly growing markets.

Linear TV, on the other hand, decreased in importance to advertisers, “as cord-cutting accelerated and more programmatic CTV inventory became available than ever before.” As traditional linear TV viewing drops, marketers are increasingly turning to CTV: among US marketers with digital video in their media budgets, 60% said they were shifting ad dollars from linear TV to CTV and OTT this year. According to Tal Chalozin, CTO and co-founder of Innovid, “the mass migration of viewership from linear TV to streaming has created significant tailwinds for the [CTV] ad tech ecosystem which is now expanding into the public markets.” 

To learn more about how to best target audiences and measure OTT/CTV advertising, please reach out to Cuebiq to schedule a meeting.

Let's Talk

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