CTV technology, referring not only to connected TVs but also to gaming consoles and adapters like Roku, keeps gaining popularity. For instance, among millennials, the number of connected TV users in the U.S. is expected to exceedThe reason for this tendency is straightforward: While linear TV offers a strict schedule and limited opportunities, CTV, being connected to the Internet, supports digital video streaming so that users can watch what and when they want.
Therefore, we can assume that more and more viewers will be switching to FAST streaming services. In the U.S., more thanused FAST platforms in 2023, and this rate is most likely to increase in 2024, creating new opportunities for advertisers.for such ads. Viewers can take immediate action, which is convenient for them and beneficial for marketers. In 2024, we can expect more services to start supporting shoppable ads to remain competitive and deliver interactive experiences to viewers.
App-level solutions provide advertisers with better control over their suitability settings but lack granularity. In turn, video-level options provide more specific data , but usually, it is available only from small suppliers. Suitability solutions are still evolving to ensure greater transparency for advertisers, so we can expect large publishers to start providing third-party verification providers with video-level data access.
Owners of ad exchanges and ad networks can also tap into the benefits of CTV evolution. By offering different CTV ad formats and sizes on their platforms and effectively connecting advertisers with publishers, they can increase trading income and remain competitive.The CTV landscape keeps evolving, so more trends are expected to emerge. Keeping an eye on them is essential for advertisers, publishers and intermediaries as this enables them to adapt their strategies quickly.