CTV Advertisers Shift Focus From Audience Data to Content-Driven Strategies
· 5h ago · Originally reported by ET BrandEquity
Connected TV (CTV) advertisers are moving beyond just analyzing audience insights and are now prioritizing content-first approaches. This shift means brands are focusing more on the type and quality of content where their ads appear, rather than solely on who is watching.
Why it matters
Understanding this change helps marketers adapt their strategies to improve ad effectiveness and brand safety in the rapidly growing CTV space.
Explain it like I’m new here
It's like choosing to put your ad in the most popular TV show instead of just picking who watches it.
Read the original at ET BrandEquity
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.
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.
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.
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