Growth of CTV Sparks Renewed Interest in Long-Form Advertising
· 3d ago · Originally reported by Exchange4Media
The rise of connected TV (CTV) is prompting advertisers to reconsider long-form ad formats. As more viewers shift to streaming platforms, brands are exploring longer, more engaging ad content to capture audience attention.
Why it matters
This trend could reshape how ads are created and delivered on streaming platforms, potentially offering new opportunities for storytelling and brand engagement in digital video.
Explain it like I’m new here
As more people watch TV online, advertisers are trying out longer commercials to keep viewers interested, like mini-movies instead of quick ads.
Read the original at Exchange4Media
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Go deeper
Related stories
Jounce Audit Finds 98% of Jamloop CTV Spend Classified as Premium Direct
Jounce has audited Jamloop's connected TV (CTV) ad spend, rating 98% as premium direct inventory. The audit covered campaigns across hundreds of national and local networks, providing advertisers with detailed log-level data. However…
Hallmark Media Adds iSpot Measurement for Streaming Ad Impact
Hallmark Media has integrated iSpot's measurement tools to track how ads on its streaming and FAST channels drive sales and website visits. This move follows iSpot's recent renewal with the Joint Industry Committee, enabling advertisers to…
Magnite's HP TV Plus Partnership Sparks Investor Interest in Ad Tech Capabilities
Magnite has secured a partnership with HP TV Plus, highlighting its role in powering advertising technology for connected TV platforms. This development is drawing attention from investors who are evaluating how such deals could impact…
Ad Tech Leaders Collaborate to Simplify TV Ad Buying Across Europe
Major ad tech companies have joined forces to streamline the process of purchasing TV advertising throughout Europe. This collaboration aims to address fragmentation and improve efficiency for advertisers seeking to reach audiences on…
Tata Play and Sony Dispute Overflows From Linear TV to Connected TV Distribution
A dispute between Tata Play and Sony, previously centered on traditional linear TV, has now extended into the connected TV (CTV) space. The ongoing conflict is affecting how both companies distribute their channels and content on digital…
FINTECH.TV Broadens U.S. Reach via ExperiHaus Hospitality CTV Network
FINTECH.TV is expanding its U.S. distribution by partnering with the ExperiHaus Hospitality CTV Network. This move will allow FINTECH.TV's content to be available on connected TVs in hospitality venues across the country.