Moore says election candidates, too, are using connected TV “with the primary goal, obviously, of incremental reach and targeted reach to specific audience KPIs”.<\/p>\n

But there’s a secondary dynamic. Moore adds: “Interestingly enough, because of the boom in political dollars, not only in CTV but in linear and battleground markets like Arizona, we’re seeing large local advertisers who maybe weren’t advertising in connected TV make migrations into connected TV in an effort to still be able to reach their target audience … large auto dealer groups, attorneys, healthcare groups, that sort of thing.<\/p>\n

“From a national advertiser perspective, we’ve seen a real nice shift in consumer goods, consumer marketing, particularly the whole craze with DIY and all the growth around doing things at home, cleaning at home, home projects, that sort of thing.”<\/p>\n

CTV growth<\/h2>\n

Internet-connected viewing options are booming, with viewership also swelled by the pandemic.<\/p>\n

EMarketer estimates CTV ad spending will reach $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending.<\/p>\n

Benefits include targeting viewers or households, capping ad exposure frequency, increasing reach and attribution to outcomes like store visitation.<\/p>\n

But Moore knows connected TV is a fragmented landscape, and one that isn’t yet as realtime as programmatic display or mobile.<\/p>\n

Advancing CTV<\/h2>\n

“To buy the full scope of ad supported connected TV, we have to staff a team that has to literally negotiate with individualised content producers and publishers across hundreds or even thousands of private marketplace deals,” he says.<\/p>\n

“Each one of those individual content companies or publishers might have very specific rules around which advertisers they do and don’t let advertise or how fast they respond in messaging.<\/p>\n

“So, in a world where we’re used to operating in milliseconds, trying to get our hands around the entire inventory that’s out there and the fragmented way it’s being brought to market to be purchased, continues to be a challenge. But it’s improving every single day.”<\/p>\n