The Future of CTV Advertising: Trends and Technologies to Watch

by | Jul 19, 2023 | Connected TV | 0 comments

The CTV (Connected TV) advertising industry is growing rapidly, and it is expected to continue to grow in the coming years. This is due to a number of factors, including the increasing popularity of streaming services, the growing number of connected devices, and the increasing sophistication of CTV advertising technology.

There are a number of key emerging trends and technologies that are expected to shape the future of the CTV advertising industry. These include:

  • The growth of AVOD and FAST platforms: AVOD (Ad-supported video on demand) and FAST (Free ad-supported streaming) platforms are becoming increasingly popular, as they offer consumers a way to watch premium content for free, with the trade-off of seeing ads. This is expected to lead to a significant increase in the demand for CTV advertising.
  • The rise of programmatic CTV: Programmatic CTV is a rapidly growing trend, as it allows advertisers to buy and target CTV ads more efficiently and effectively. This is expected to continue to grow in popularity in the coming years, as it allows advertisers to reach their target audiences more precisely.
  • The use of data and analytics: Data and analytics are becoming increasingly important in the CTV advertising industry, as they allow advertisers to better understand their target audiences and measure the effectiveness of their campaigns. This is expected to continue to be a key trend in the coming years, as advertisers look for ways to improve the ROI of their CTV advertising campaigns.
  • The development of new ad formats: New ad formats are being developed all the time, as advertisers look for ways to make their CTV ads more engaging and interactive. This is expected to continue to be a trend in the coming years, as advertisers look for ways to stand out from the competition.

These are just a few of the key emerging trends and technologies that are expected to shape the future of the CTV advertising industry. As the industry continues to grow, we can expect to see even more innovation in the years to come.

In addition to the trends mentioned above, here are some other emerging technologies that could have a significant impact on the CTV advertising industry:

  • The development of 5G: 5G is the next generation of wireless technology, and it is expected to offer significantly faster speeds and lower latency than 4G. This could lead to a number of new possibilities for CTV advertising, such as real-time bidding and interactive ads.
  • The growth of the metaverse: The metaverse is a virtual world that is being created using a variety of technologies, including VR, AR, and 3D. This could open up new opportunities for CTV advertising, such as the ability to place ads in virtual environments.
  • The development of voice-activated devices: Voice-activated devices, such as Amazon Echo and Google Home, are becoming increasingly popular. This could lead to a new way for consumers to interact with CTV ads, such as through voice commands.

The future of the CTV advertising industry is very bright, and there are a number of exciting trends and technologies that could have a significant impact on the industry in the coming years. Advertisers who want to stay ahead of the curve should keep an eye on these trends and technologies.

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