In this episode, John Ghiorso sits with Matthew Kramer, Global Head of Brand Media at Media.Monks, to explore the shifts in television advertising. They focus on the migration towards Connected TV (CTV), the implications of the “Great Tech Divide,” and the future of advertising for major brands amidst legislative changes like the Inflation Reduction Act.
Kicking off with the migration from linear to CTV, John and Matthew analyze the factors driving advertisers toward digital platforms and the growing trend of CTV adoption among older demographics. This shift raises questions about the future of television advertising and what it means for both viewers and advertisers.
The discussion then turns to the “Great Tech Divide,” a concept that predicts a leveling off in technology adoption and its subsequent effects on advertising strategies. John and Matthew critically evaluate the coexistence of CTV and linear TV, speculating on when major brands might fully transition to CTV and the nuanced impacts of recent legislative actions on the industry.
A significant portion of the episode is dedicated to the innovations in measurement and targeting within the CTV versus linear TV realm. The two dissect the evolution of advertising effectiveness metrics, underline the significance of household data in a CTV context, and confront the hurdles of embracing new measurement standards.
AI’s influence on creative content for CTV also takes center stage, with discussions on the potential for hyper-personalized and customized creative outputs and the rise of virtual product placements within the medium.
This episode offers a comprehensive overview of the latest trends and future trajectories of television advertising. If you want to understand the dynamic interplay between technology, consumer behavior, and advertising strategy, you won’t want to miss this episode.
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