The rise of connected TV (CTV) has led to an explosion of unmissable shows - from Succession to The Marvelous Mrs Maisel - that have viewers hooked. 为广告客户, the growth of streaming platforms and uptick in CTV ownership (66% of UK households now watch via CTV devices) presents a massive opportunity to unite the storytelling ability of TV with the smart targeting of digital - all in a high-quality and attention-grabbing environment.
事实上，根据 IAB的指南针， CTV广告投资可达2英镑.81bn by 2026 as viewing continues to shift to on-demand services - but what do advertisers need to know to master the small screen? Here we bring together effectiveness evidence from our CTV members to help guide your streaming strategy.
研究和见解
大脑对可寻址广告的反应
Finecast partnered with University College London to learn what happens in a person’s brain when they see a relevant ad, shedding light on why addressable TV campaigns achieve substantial results, and evidence that they deliver a strategic advantage to brands.
Why CTV reigns supreme in the attention economy
A study from ShowHeroes and COG 研究 diving into user attention in CTV and how this compares to viewing on both linear TV and other platforms, 用户为什么选择CTV, 他们如何发现内容, and how will their usage change as subscription fatigue builds.
CTV是为每个人准备的
Magnite’s research provides a holistic picture of the pan-European CTV landscape with in-depth analysis for the UK, 法国, 德国, 西班牙, 和意大利, revealing why CTV is an essential element of planning, and how it represents regional populations and age and language groups with greater efficiency than traditional TV.
更大的图景
VDX.tv commissioned MediaScience to understand how the synergy of video advertising across CTV, 桌面, 移动设备可以推动品牌成果, demonstrating that the addition of CTV to a digital media strategy can help drive upper funnel awareness and downstream ROI.
未来是AVOD & 快
AVOD and 快 form part of the CTV landscape and are seeing dramatic growth and adoption. MiQ have pulled together insights which explore the CTV landscape in 2023, 为什么AVOD和快的势头越来越大, how the cost of living crisis impacts CTV viewing habits, 以及为营销人员提供的AVOD和快机会.
Behind the Screens: CTV viewing habits in the UK
The way consumers are watching TV has evolved and it’s now more fragmented than ever. MiQ与Sapio合作调查1,200 consumers and advertisers across brands and agencies in the UK to uncover global viewing habits and advertiser insights.
案例研究
We’ve pulled together examples of effective CTV campaigns from across the industry to help you supercharge your digital advertising.
Quantcast x Sky
Sky partnered with Quantcast to launch their first connected TV campaign. Activity ran across a curated list of premium supply partners to maximise reach and drive consideration of their Sky Glass product, and optimisations were made through real-time insights using Quantcast's 'Brand Life Live'.
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Hendrick's collaborated with Samba TV to utilise their first-party TV viewership data to inform an impactful omniscreen targeting strategy. Viewers exposed to the linear TV ad were retargeted on their mapped digital devices to build frequency, 熟悉度和品牌优势.
SpotX x Under Armour
Under Armour tasked SpotX with promoting new products in the build-up to a world heavyweight boxing match. SpotX created a bespoke marketplace with access to premium CTV publishers through one access point, and the ability to track audience profiles and incremental reach compared with linear TV activity.
MiQ x IKEA
MiQ的YouTube API, combined with its expertise in the programmatic space, helped IKEA deliver a truly successful set of YouTube campaigns. 通过这种方法, MiQ became IKEA’s first partner to reach its VTR benchmark, 比宜家设定的目标高出40%.
请看CTV的详细报道?
The IAB英国会员金库 gives our members a space to share blogs, research, events and more. For a deep dive into the world of Connected TV and what it can do for your brand, 现在就来听听我们会员的见解吧.