Max Gideon, VP of CTV Advertising Operations at Siprocal, shares in this interview aspects of how Connected TV platforms are revolutionizing content consumption and advertising.
In today’s digital age, the way we consume and create content is undergoing a revolutionary transformation thanks to the arrival of Connected TV. This groundbreaking technology has made content more accessible than ever, allowing content creators to connect with niche audiences worldwide on a deeply personal level. It also offers advanced targeting and measurement capabilities, enabling advertisers to effectively reach their desired audiences at the right moment.
However, its impact goes beyond mere reach: it also enhances the overall customer experience through personalized recommendations and interactive features that keep viewers engaged. From binge-watching favorite shows to discovering new content, Connected TV is transforming the world of entertainment and connectivity in fascinating ways.
“We’ve seen the CTV landscape take off in the United States, and that momentum has also carried over to Latin America,” analyzes the executive. “In markets like Brazil and Mexico, the region is experiencing massive growth.”
According to 2023 Comscore data, with 200 million CTV consumers in Latin America, the largest numbers come from Brazil (66 million) and Mexico (58 million). Compared to 2022 figures, there was a 34% increase in the number of users in the region.
As the interviewee explains, these two markets are setting the pace for widespread adoption, driven by a shift in consumer preferences toward streaming content. “This growth is opening new doors for brands looking to connect with increasingly engaged audiences.”
The Opportunity for Brands
Siprocal asserts that CTV presents advertisers with unprecedented opportunities to track performance more effectively. “With advanced targeting capabilities, brands can follow the entire user journey across devices, improving conversion tracking,” highlights Gideon. “Advertisers can create a seamless and connected story that spans multiple touchpoints. For content creators, this means a more engaged audience and the ability to monetize content across various platforms more effectively.”
He further explains:
- CTV enables a deeper connection with viewers by offering a more personalized and interactive experience.
- Brands can deliver personalized content and ads that resonate with specific audience segments, leading to higher engagement and better brand recall.
- The multi-device nature of CTV helps create a more unified and cohesive message, fostering stronger emotional connections between viewers and the brand.
Regarding the aspects a brand should consider to be present on these platforms, the interviewee advises including CTV as a key component of their media strategy because it provides a new space for targeted ads. “The reach and precision of targeting that CTV offers are essential in today’s digital environment,” he explains. “Brands should focus on creating content that is engaging and personalized for specific audience segments, leveraging CTV’s ability to connect across devices to maximize the impact of their message.”
The Future of Advertising Investment on These Platforms
“The future of advertising investment in CTV will be omnichannel,” emphasizes Gideon, adding that CTV will take a leading role alongside mobile and other digital platforms. “The increase in CTV inventory and other digital touchpoints will create a more comprehensive and cohesive media strategy for brands.”
In this regard, he clarifies: “We don’t believe that cookie-less advertising will become an issue, but we do see smart use of data continuing to grow. As technology continues to improve, advertising will adopt a new iteration—one that seeks to follow consumers with hyper-targeted ads that resonate and, ultimately, achieve higher conversion rates.”
Text originally posted at Marketing Future Today
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