The article discusses the evolving landscape of advertising, particularly in relation to Connected TV (CTV) and linear television. It outlines how linear TV currently generates significantly more ad impressions compared to CTV, despite comparable viewer time. The author argues that the historical ad spend alignment based on time spent is outdated, highlighting that future investments will focus more on where consumers are spending money, particularly in channels that lead to purchase decisions. The piece concludes that adjustments in ad strategies are necessary to adapt to these new consumer behavior trends.
Spoiler alert from Mediaocean's CMO Aaron Goldman: it's about money spent, not time spent.
Ad investments - spend V time Current, linear TV generates six times more ad impressions than CTV, even though viewers are splitting their time almost 50/50 between the two.
The idea is that marketer ad spend will always eventually catch up with consumer money spent.
The CTV powers-that-be have realized that they need to focus on money spent.
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