Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?
The television advertising industry has undergone tremendous changes, especially during the past two decades. The consumption of streamed content is soaring, and the traditional methods of purchasing and selling TV media have evolved substantially. Even though the lines between TV and digital advertising are becoming increasingly blurred, they remain separate. YouTube moved its YouTube Brandcast event to the same week as the Upfronts, making the distinction between the two essentially invisible.
Today, users neither watch the same content nor at predetermined times. They have the power to watch anything they want, anytime and anywhere. According to a recent study, 82% of households in the US have at least one connected TV (CTV) device.
Interesting Read: 26 Stellar Video (YouTube) Advertising Examples To Take Creative Inspiration From!

Image Credit: Marketing Charts
The popularity of Connected TV(CTV)has increased drastically. However, it does not imply linear TV is dead. 51% of viewers think of streaming as an addition to watching traditional TV, not a replacement.
So Does YouTube’s timing of Brandcast mean the end of traditional TV? Perhaps it is simply asking everyone to stop treating linear and cable TV as completely separate entities. Consumers want both. Advertisers need to take this into account when planning media buying strategies.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
What does YouTube’s stance mean for the advertising industry?
YouTube has surpassed Netflix to become the second-largest CTV player in terms of time spent watching. There is no doubt that demand for CTV is growing at a rapid pace both from advertisers and consumers. Thus, ad tech vendors must not only bridge the gap between linear and CTV buying, but also develop innovative methods to measure, analyze, and deliver that supply.
YouTube had also been a mainstay of the IAB’s NewFronts for more than a decade. It recently announced that its Brandcast will take place during the same week as the TV Upfronts. This also sends a message to TV traditionalists that “We are here only and not going anywhere.” Perhaps, it also serves as a link between linear and connected TV(CTV), which allows advertisers to reach a larger portion of their target audience on TV.
Linear and CTV Ad Buying
CTV viewership is expected to rise in the coming years, but that doesn’t mean traditional television is doomed. Video consumption online will persist as viewers increasingly turn to big screens to accommodate changing needs. Indeed, viewers are expecting cross-platform experiences. Consider the recent Super Bowl.
Although traditional television ratings were high, they did not break any records. Many users chose to stream. NBC data shows 11.2 million people streamed this year’s game. Youtube revealed the most viewed Super Bowl campaign is from Amazon, with this Alexa ad that exceeded 68 million views.
In the future, ad dollars will need to be split between CTV and traditional TV. It’s all one simple TV screen to the consumer, whether the content is delivered via the internet or a cable box. Media buyers should treat it as one and the same thing to strategically reach these consumers, irrespective of the viewing platform. If YouTube (being one of the big CTV players) is finding ways to bridge the gap then certainly they should also take a leap of faith even if they face resistance from traditional TV advertisers.
Media buyers are often demanding interoperability across TV viewing environments and platforms. Connected TV (CTV) has traditionally been viewed as an “add-on” to traditional linear campaigns, but with increased interest in CTV, both platforms are now on a more equal footing. At the end of the day, brands and media buyers need to understand and adapt to the changes that are essential for success in the advertising industry.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
NBCUniversal, In Latest Blow To Nielsen, Elevates iSpot To Ad Currency
NBCUniversal will offer iSpot’s data as official currency at its upfront in May. This expansion is part of the company’s relationship with ad-tracking firm iSpot.
Here is why it matters
In a blow to Nielsen, the longtime predominant ad currency, NBCUniversal will activate iSpot.tv’s cross-platform audiences as currency for national ad buys. Comscore will be the currency for local ad buys.
- In the face of the advertising industry’s transition from legacy systems that have struggled to adapt to streaming media, NBCU has been one of the most aggressive incumbent media conglomerates trying to revolutionize TV measurement and advertising.
- Kelly Abcarian, EVP of Measurement & Impact for NBCU, declared during the company’s “One22”- a tech-style advertising innovation summit,
We’re heading to Radio City, and this year’s upfront, ready to activate against iSpot’s cross-platform audience. Our long-awaited, multi-currency future has finally arrived. We’ve got the technology. We’ve got the data. And we’re ready to help today.
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Details
- Ad partners of NBCU can use the data from iSpot.tv as its currency to negotiate cross-platform ad buys. Additionally, it integrates with OpenAP’s OpenID for identifying linear and digital audiences. Axios quoted Stu Schwartzapfel, iSpot.tv’s senior vice president of media partnerships.
“NBCU’s integration of our data with partners such as OpenAP enable the industry to trade on specific audiences instead of broad demos, which paves the way for better, more impactful ad experiences and clearer return on ad spend for brands.”
- As with its media peers, NBCU has long complained that Nielsen ratings, the main currency between ad buyers and sellers, don’t accurately reflect viewership and damage their profits. Even though NBCU did not mention Nielsen by name, the company is still expected to be a part of the upfront season due to preexisting contracts.
- As part of its Certified Measurement Program, the company announced eight new certifications that will aid in audience measurement and verification. Comscore, DoubleVerify, IAS, Oracle Advertising, Innovid, Comcast’s Freewheel, and Innovid will join iSpot in its endeavor to create an interoperable currency ecosystem for capturing audience data, serving ads, verifying audiences, and cataloging ads.
- NBCU’s Ad Smart platform will also enable advertisers to target both streaming and traditional linear content with iSpot viewership data.
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Taking a broader view:
- Since streaming has increased the need for digital measurements, companies have sought alternatives to Nielsen. Linda Yaccarino, NBCU’s chairman of global advertising and partnerships, said at the event,
Even as behavior changes, whether you’re talking mobile, social, or the metaverse — you still need great content and IP for consumers to care. And here’s the thing: all that great content now has real data to back it up. Thanks to identity and first-party data — we can finally stop talking about the panels of the past and start focusing on a full-funnel future.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
OSN Rebrands Its Streaming Service With OSN+
Prominent Dubai-based satellite pay-TV and streaming service Orbit Showtime Network (OSN) is launching OSN+, a new premium streaming service that replaces its streaming app. The app’s design overhauls the traditional iconic red OSN logo to take on a more youthful and colorful aesthetic. This app marks OSN’s full-fledged entry into the MENA region’s increasingly crowded SVOD landscape.
With this , OSN is very clearly reaching out to a younger, youthful demographic. In the MENA region, over half of the population is under the age of 25. MENA has a young market, and OSN+ is a leading provider of premium international entertainment. It is committed to offering the most compelling content of an SVOD service in the region through exclusive and longstanding partnerships with leading studios.
Exclusive International Partnerships
OSN renewed its long-term exclusive partnership with HBO in January and expanded its relationship with NBCU to include additional premium content from Peacock and Sky Studios. Furthermore, Endeavor Content and All3Media now offer premium content, complementing existing partnerships with Paramount, Warner Media, Sony, Discovery, MGM, and Lionsgate.
OSN recently lost the SVOD leverage it had through its exclusive arrangement with Disney. Disney Plus will launch this summer in the region and will no longer offer the SVOD component of that deal.
The OSN+ launch is headlined by the much-anticipated Paramount+ blockbuster series Halo. It will be available exclusively on OSN+ on the same day as its global premiere from March 25.
OSN’s Arabic Originals
In addition to international content, OSN+ will feature Arabic original content created locally by the region’s top creative talent. To start with, the first OSN+ Original series would be an Arabic adaptation of the smash-hit series Suits, which will premiere at the beginning of Ramadan. OSN+ is significantly investing in regional premium series and features, with more titles, set to be announced in the coming weeks.
The surge in streaming growth worldwide and in the region presents the company with a tremendous opportunity to expand beyond its leadership in premium TV.
And That’s What They Said
Sangeeta Desai, CEO of OSN Group, expressed her excitement and said,
“The OSN Group is on a mission to consistently deliver outstanding entertainment on every screen and OSN+ is the cornerstone of our new business proposition. Building on our rich legacy in world-class entertainment, OSN+ will lead the next phase of our journey to deliver the best of global and local content to our viewers anytime, anywhere at an accessible price point. “
Nick Forward, managing director OSN+, and the chief content officer is delighted to lead the launch and said,
“Drawing on my prior experience of building a leading regional streaming service, I see a fantastic opportunity to grow OSN+ into the leading SVOD offering in MENA, buoyed by a brilliant offering of world-beating content reflecting the best of global, locally curated for our audiences.”
OSN+ is available anytime, anywhere, and on any device. The service costs USD 9.50 per month. Know more here.
Interesting read: Connected TV Explained: The Essential Glossary Of CTV
Omnicom Integrates With NBCU’s Clean Room Facility
Omnicom Media Group (OMG) has become the first agency to integrate with NBCUniversal’s ‘(NBCU) propriety data clean room, the NBCU Audience Insights Hub. As a result of the hub, NBCU and its advertising clients can share proprietary data in a clean environment to create more effective, targeted campaigns.
Why This Integration Is Significant?
A significant aspect of OMG’s integration is that it is not only simply, one of the largest agencies with full-scale media operations, but it has also substantially invested in developing its own demand-side data operating platform. With Omni, OMG claims to have “more privacy-compliant datasets than any other competitive data offering.” NBCU’s first-party data and Omnicom’s Omni system will be accessible to OMG without exposing personally identifiable information. In addition, the OMG integration will allow clients and partners to conduct reach and frequency analysis using certified reach measurement models.
This announcement comes at a critical time as agencies, brands, and publishers prepare for the demise of third-party cookies by investing in first-party data solutions that can meet their marketing requirements in a new, more privacy-centric way.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
And That’s What They Said,
As quoted by The Drum, Ryan McConville, NBCUniversal’s executive vice president of advertising platforms and operations said,
We’re ushering in a new era of data interoperability with the Audience Insights Hub, and we’re excited about the opportunity it presents for OMG. The Audience Insights Hub enables OMG to utilize NBCU data to run their own measurement functions including campaign reach and frequency analysis for media measurement and planning. It’s win-win for both OMG and their clients.
Echoing the same sentiment, OMG Chief Investment Officer Geoffrey Calabrese said in a statement announcing the deal,
This agreement exponentially enhances the individual capabilities of two best-in-class, industry-leading data solutions which ultimately deliver industry-first cross-platform capabilities for our clients.
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Disney+ To Roll-Out Ad-Supported Plan As Market Shy Away From SVOD
Disney announced plans to introduce an ad-supported plan for Disney+, aiming to reach 260 million subscribers by 2024. Ads will roll out in the US in late 2022, followed by international markets in 2023.
While the streaming platform has yet to reveal a price or specific roll-out date, the new tier would be easy on the wallet. It will be cheaper than the current price point for the ad-free subscription, which stands at $7.99 per month or $80 per year. Clearly, Disney went cheap deliberately to gain market share and reduce churn. Kareem Daniel, chairman of Disney Media and Entertainment Distribution said,
“Expanding access to Disney Plus to a broader audience at a lower price point is a win for everyone – consumers, advertisers, and our storytellers.”
With such a low pricing point (additionally, numerous free trials and other marketing promotions), it appears like Disney+ will struggle to make a profit as a stand-alone business by 2024, as the company has claimed.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
A Step Towards AVOD
With consumers tired of expensive plans and service stacking, AVOD has become a popular option. Comcast research recently showed that 80% of consumers prefer ad-supported service over expensive ad-free SVOD options. Daniel further added,
“More consumers will be able to access our amazing content. Advertisers will be able to reach a wider audience, and our storytellers will be able to share their incredible work with more fans and families,”
Disney+ will join Peacock, Paramount+, and Discovery+ in offering ad-free tiers. Currently, it costs $7.99 per month and has garnered 130 million global subscribers since its launch in 2020. Rita Perro Disney Media and Entertainment Distribution president of advertising said that the Disney Plus campaign has been a hit with advertisers, not because of an increase in streaming inventory. She further added,
“Disney Plus with advertising will offer marketers the most premium environment in streaming with our most beloved brands, Disney, Pixar, Star Wars, Marvel and National Geographic…I can’t wait to share more with advertisers at the Upfront.”
It makes sense for Disney to hold out as long as possible, advertising is always the most lucrative and low-hanging fruit. While the lowest-hanging fruit is the easiest to pick, it is also the most likely to spoil the entire bunch if not handled cautiously.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Unlock The CTV Opportunity: What The Future Looks Like
2022 is the year of CTV- A captive audience, and an engaging screen!
Advertising on Connected Television (CTV) is like an open invitation into a customer’s living room. A prime seat that cannot be missed. And here are the numbers to prove it!
eMarketer forecasts that CTV ad spend will reach $14.44 billion, up by 60% from 2020. It will more than double by 2025, soaring past $30 billion.
It is possible to unlock those advertising dollars by combining audience-based buying with the type of high-quality, engaging content that linear TV has historically been renowned for. Industry experts aim to focus more on identity, interactivity and engagement, growth of ad-supported video-on-demand(AVOD), and convergence of TV and online videos.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Measurement and Identification
Ad measurement is a challenge primarily from the fragmentation of the ecosystem. In other words, there’s no common currency.
Nielsen’s panel-based approach worked seamlessly within the linear TV but proved insufficient for a highly dynamic and addressable CTV ecosystem. The approach is not equipped to provide advertisers with the required insight into a campaign’s performance. This resulted in losing its Media Rating Council accreditation in September
The fundamental problem is the lack of a common identifier across the various CTV platforms. A universal, cross-platform identifier would simplify planning and analyzing CTV campaigns for media buyers. Therefore, alternative currencies are experimented with to measure deduplicated audiences across linear and CTV platforms.
CTV is using IP addresses heavily as its last non-consent-based identifier. However, IP addresses could be in for reckoning in 2022 thanks to the rising privacy regulations. So, industry players must continue trialing new ways to make the most of the audience data they have.
Meanwhile, there will be a rise in clean room technology. Data sharing in clean rooms is a safe, secure way for media companies and advertisers to share their first-party data for targeting and measuring purposes. The system will help TV advertisers go beyond basic demographics such as gender and age and make more advanced audience-based purchases.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Interactivity and Engagement
This is the golden era for content. Another upcoming big shift in the landscape of CTV – Interactive Content
High-quality, creative and engaging content will be key to attracting committed viewers. CTV breathes new life into interactive programming and helps brands build a connection with consumers
Viewers that engage in interactive programming are more likely to respond to eCommerce advertising when watching TV content. Users who can interact with an ad through a quiz, ad selector, or even a simple catalog of brands often stay engaged for a longer period beyond the ad runtime.
Purchases of what users see on the screen will speed up. Advertisers must measure beyond impressions to gauge engagement in new ways and drive real-world purchases.
Having said that, watching TV doesn’t suffice – it depends on what you are watching and how engaged you are with its matter. That’ll determine the audience engagement with the ad break and the messages in the ad break.
Ecommerce marketers benefit from CTV channels because they drive action across the funnel. An ad on CTV often prompts people to search online for what they want after viewing it.
Interesting Read: All You Need To Know About Connected TV Advertising!
AVOD is Inevitable
Well, all premium video content does not have ads.
In 2021, however, subscription content tipped the scales in favor of ad-supported content. Millions of subscribers subscribed to streaming services very quickly, and the trend only accelerated during the 2020 pandemic.
The most popular option, until recently, was subscription video on demand. Despite this, trends in the market indicate that advertising-based VOD is growing at breakneck speed. This finding is backed up by a report from the IAB showing that 62% of viewers prefer free content with ads. One such company, Roku, revealed in its 2020 annual report that 14 million new accounts were opened using its ad-based model.
The numbers agree that subscription fatigue is setting in. TVision reported that the time spent on AVOD increased 9.3% from Q1 2021 to a 38% share for Q3 2021. Meanwhile, subscription-based platform (SVOD) viewership decreased by 8.6%.
The penetration of AVOD services will also not slow down anytime soon, especially as more quality content is coming to those platforms – that’s the game-changer. It’s a virtuous cycle: More content means more viewership which leads to more advertising dollars. It’s highly that monetization will continue to gain popularity with AVOD’s capacity to bring together viewers, advertisers, and content creators.
2022 will see big shifts by new entrances into the market who will have better access to TV with more personalized targeting. However, this does not mean all doom and gloom for SVOD. In order to stay on top of the new normal – endless consumer choice – streaming platforms need to invest in and expand their content offering.
Is Convergence the Future?
Advertisers struggle to reach scale as viewership habits shifts from traditional linear television to the internet-enabled connected TV (CTV) or other video-on-demand(VOD) options. In spite of the fact that traditional linear TV still has mass appeal, and is an essential component in any media plan, advertisers can also pursue nuance, flexibility, and precision with CTV.
So, can convergence be the answer?
For linear campaigns, advertisers are turning to CTV for incremental reach. An advertiser’s incremental reach represents deduplicated audience across their linear and CTV ads. Ad agencies that couldn’t reach users with linear TV schedules are now reaching them through additional CTV buys. It’s possible to achieve incrementality because consumers desire choice and want to have all their options at hand.
In the era of big data, we know more than ever. There is an old chestnut that says, “if you know better, do better.” CTV provides unprecedented opportunities for strategic growth.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
Sky Media To Launch Addressable ‘Smart Sponsorships’
Sky Media is bringing a new epoch of ‘smart sponsorships’ by introducing the addressable TV technology that underpins its AdSmart solution, which only plays ads when specific audiences are viewing, to sponsored content.
The satellite broadcaster claims its addressable powered broadcast sponsorships would allow businesses to build targeted and relevant idents for specific audiences using either their own customer data or Sky’s third-party information.
The technology will allow companies to select precise target locales down to the postcode level to interact with consumers in a more substantial manner, opening up the possibility of fine-tuned geographical campaigns.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Sky, for example, highlights the potential for a car company to promote certain models based on the household’s status or demographics, as well as the ability to change the landscape and even the accent used in voiceovers based on geography.
Dev Sangani, advertising capability and strategy director at Sky Media, said:
“AdSmart pioneered the use of TV addressability and that same technology will help do the same for sponsorships. With rich data, exciting creative possibilities, and trusted and engaging content, this latest innovation in our exciting roadmap will help brands create even more effective partnerships with our shows and channels.”
Sky Media expects that the technology will do for sponsorships what AdSmart has done for advertising, with businesses reporting a 48 percent decrease in tune-out, a 35 percent boost in engagement, and a 10% rise in spontaneous recall after using addressable technology.
Also Read: The Ultimate A-Z Glossary Of Digital Advertising!
Nielsen Launches TV Streaming Measurements in Alpha
Nielsen has begun alpha testing of its TV measuring system, which includes both streaming and linear tv. Nielsen ONE will track the reach, scale, and frequency of ad campaigns throughout platforms using deduplicated audiences. It claims to be the first firm to do this.
Nielsen’s ID resolution technology, which was deployed last year, serves as the backbone for deduplication in Nielsen ONE Alpha. The solution’s complete implementation, named Nielsen ONE, was revealed last year and is set to begin in December of this year.
Nielsen ONE Alpha is serving as version one of Nielsen ONE, rather than testing out new features and capabilities one by one.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Karthik Rao, chief operating officer at Nielsen said-
“This is not a test. This is not a pilot. This is the real thing. And we’re going to unveil what this will look like with clients that are part of the program.”
The first version of Nielsen ONE will be available to ten collaborating partners, including Disney and ad agency MAGNA, who cover the buy-and-sell spectrum of industry participants.
Rao added-
“This is just the first version. We will continue to build major enhancements and feature upgrades for the sell side, the agency side and the demand side”.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
Nielsen is launching the complete version with a few select partners in order to collect meaningful feedback from consumers early in the process. Over the following year, feedback and participation will shape subsequent editions of the program in 2022, leading up to Nielsen ONE’s ultimate industry-wide release in Q4 of next year.
In the next months, future versions of Nielsen ONE will focus on more precise content value and outcome measures, such as ROI. Nielsen plans to use audience identification technology to improve its linear TV ratings as well.
Nielsen is optimistic that it will fulfil its ultimate product delivery date of December 2022.
Also Read: All You Need To Know About Connected TV Advertising
Roku And Shopify Collaborate, Create App For SMEs To Launch CTV Ads
Shopify and Roku have announced a collaboration to provide a Roku app for creating CTV ads and managing campaigns to all Shopify businesses’ dashboards. The goal is to get a piece of the $16.4 billion spent on local TV advertising by small and medium-sized enterprises.
The inclusion of Roku in Shopify’s marketing solutions will make it the first-ever TV streaming app available in the Shopify App Store, allowing SMBs to strengthen their brands and generate income through TV advertising.
Roku’s platform, which is designed for merchants to employ on their own and with low ad budgets, has already shown to be successful, with one advertiser’s brand seeing a 63 percent increase in consideration.
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Roku And Shopify Collab: What Does This Mean For Sellers?
Thanks to Roku’s app, Shopify sellers of any size will be able to quickly construct TV advertising campaigns utilizing exact demographics and measurement across their marketing pipeline. This is a great leap forward from the traditional linear and cable TV advertising solutions, which have limited targeting and measurement possibilities.
Amir Kabbara, Director of Product, Shopify, said –
At Shopify, we’re focused on helping our merchants reach more consumers, boost their sales, and build thriving businesses.
By launching the new Roku app in the Shopify App Store, merchants can bring their products directly to TV screens, while allowing consumers to discover exciting new brands right from their living room
Shopify users can download the Roku app from the Shopify app store, following which they can easily choose their audience, budget, timing, and duration for their ad – and finally, submit the creative. Quickly, users will be able to commence their campaigns and communicate their brand message to the millions watching TV at home.
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Samsung Ads Introduces Predictive Planner To Improve AVOD Ad Buys
Samsung Ads constructs a Connected TV predictive planner to help advertisers reach a particular audience in the AVOD space. The tool will help brands measure the scale, behavior, and time their targeted audience spends with ad-supported videos.
The analytical device, called ‘Viewers Advisor’, will utilize Samsung’s first-party data mixed with third-party information and will provide an insight to the businesses on how the audiences are spending time on AVOD along with their content preferences. The device can also be used for concentrating on Samsung buys across all budget levels.
As quoted by Adweek, Justin Evans, global head of analytics and insights for Samsung Ads said,
A lot of players were articulating that they were aware it’s an urgent need for them to be present in AVOD, but they felt they did not have the specific detailed understanding about how their audiences use AVOD—or even whether they do.
Our providing that type of information on a very specific deterministic basis was an important way for them to understand how to navigate CTV
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How Will The Viewers Advisor Help The Advertisers?
`This device will help businesses in sectors like Auto, E-commerce, and CPG. Generally, brands can identify how and where target viewers watch TV when they upload first-party data or third-party data.
On the other hand, Samsung will assist to track viewing behavior using ACR technology and identify AVOD viewers in the target audience. In addition, it will also help brands understand the behavior of the target audience such as how many apps they use each day and at what times.
As per eMarketer, in 2021 advertisers will increase their upfront CTV video ad spending to $4.51 billion and expects to see nearly $6 billion in 2022. Samsung has 13 million heavy e-commerce consumers within its platform. Out of which 9 million consumers are classified as mostly streamers who spends 85% of their time watching CTV content. Half of them are focused on AVOD with viewers watching an average of 1.3 hours of AVOD per day.
As quoted by Ad exchanger, Justin Evans said,
“We’re in a position to paint a portrait for the advertiser of what the viewers’ advert expertise goes to be within the AVOD ecosystem. The attain and frequency profile we offer is about what sort of promoting success the consumer can obtain inside the Samsung ecosystem.”
Similar News: Demand Side Platform (DSP) Launched By Samsung Ads
As reported by Adweek, Samsung’s AVOD offering will provide advertisers complete insights into the experience their targeted customers will have in AVOD which would make them comfortable to make investments and profits in this space and instruments. Viewers Advisor is the latest addition to Samsung’s AVOD ad offerings. Earlier also, the CTV company had added new ad experiences to enhance AVOD offering Samsung TV Plus.
Evans stated to Adweek that they are encouraging advertisers to spend a large part of their budget on AVOD.
“We see audiences spend larger chunks of their time in AVOD, and this capability tells advertisers how to spend that money wisely.”
Interesting Read: All You Need To Know About Connected TV Advertising!