The Big Shift: Best Practices for the New Era of CTV Advertising
Monica Longoria, LG Ads Solution
Television viewing habits have undergone two significant changes in recent times. The first shift was the rapid adoption of streaming content on connected televisions (CTV), driven by the COVID-19 pandemic and stay-at-home guidance. This shift was primarily fueled by subscription-based video content.
The second big shift is currently taking place, with consumers moving away from some of their CTV subscriptions and gravitating towards free content supported by advertisements. This presents a unique opportunity to enhance the CTV viewing experience for consumers and provides marketers with a new platform to engage with their target audiences on the largest screen in the home.