The opportunity to tap Disney+ and Netflix’s audiences as they embrace ad-supported streaming was one of the hottest topics at Advertising Week New York, held last week in downtown Manhattan.
These media giants are expected to accelerate spend into CTV, which according to Magna’s latest forecast is primed to grow by 22% this year and 33% in 2023.
But digital advertising experts that Campaign US spoke with cited a lack of transparency and measurement limitations within connected TV as obstacles impeding investment in the space.
The digital medium also opens up new creative opportunities with formats that encourage interaction and link to commerce.
We spoke with CTV experts on the ground at Advertising Week New York to understand how advertisers are navigating new streaming supply.
@campaignus With all the excitement around #disneyplus and #netflix embracing ads, we chat with digital ad specialists at #awnewyork about navigating targeting, measurement and creative in CTV #advertisingweek ♬ You - Petit Biscuit
Featured in this video, in order of appearance:
- Mark Zagorski, CEO, DoubleVerify
- CJ Bangah, principal, PwC