13 Nov Getting the Lowdown on CTV Advertising with Omdia and LG
November 13, 2024 | Omdia’s Maria Rua Aguete, Senior Research Director, Media & Entertainment, introduced the November Research Salon From Eyeballs to Outcomes: The New Priority for Connected TV Advertising where her colleagues Patrick Horner, Practice Leader, Consumer Electronics and Matthew Bailey, Senior Principal Analyst, Advertising, explored how forces from across the connected TV (CTV) value chain – from TV shipments to platform strategies to advertising spend to consumer behavior – will dramatically reshape the nature and purpose of CTV advertising.
Addressed were findings from how CTV needs to provide a very good user interface and consumer experience, advertising is changing from impressions based to transacting (shoppable), and size is the most important factor in a TV purchase – consumers want the largest screen they can afford. (OS not hardware brand follows as the preferred criteria after size.)
Matt Durgin, LG Electronics, and Chair of DEG’s TV & Connected Devices committee joined Matthew and Patrick to delve further into the presentation. Among the points noted was how the CTV landscape is much more fragmented than traditional TV but offers more tools for campaign measurement and conversion and can be valuable for building an audience.
View the full session here.
For questions or to request a copy of the presentation deck contact Maria Rua Aguete, Maria.RuaAguete@omdia.com