The latest episode of Datalicious is all about the rapid growth of Connected TV (CTV) as an advertising channel, and the opportunities it offers. With Benjamin Groening (CMO at CNQR Adtech), Carsten Sander discusses the advantages – such as precise targeting, high reach, and measurability – as well as challenges like fragmentation, high costs, and data protection. The episode also looks at future developments in the CTV market through 2030.
Topics discussed in this episode:
- The growth and importance of Connected TV (CTV): Why is CTV growing so rapidly, and what makes it so attractive for advertisers?
- Targeting and measurability as the key to greater advertising impact: How does CTV’s feedback channel improve the quality of advertising? What role do personalized and regionalized advertising options play, and how is advertising impact measured?
- Challenges in fragmentation and standardization: How is the market affected by the multitude of platforms, and the competition between global players such as Netflix and Amazon Prime and local providers such as JOYN or RTL+?
- The future of advertising and content in the CTV ecosystem: What do trends such as advertising-based models (AVOD), artificial intelligence, and personalized content mean for the development of CTV by 2030?
Takeaways from this episode:
- CTV is booming: In the DACH region, one in two people already watch connected TV every week, with a clearly measurable advertising impact (+7.2 % brand consideration, +3.2 % willingness to buy).
- Fragmentation as challenge and opportunity: The large number of platforms and formats requires a strategic selection of channels. At the same time, fragmentation offers space for innovative forms of advertising and niche markets.
- Higher CPMs, but more targeted advertising: Although the costs per thousand impressions (CPMs) are higher for CTV than for linear TV, better targeting and greater measurability justify this spend – even with smaller budgets.
- Looking to the future – from AVOD to AI-supported programs: The shift towards ad-based models (AVOD) will increase, while artificial intelligence could further revolutionize the user experience through personalized content.
Chapters
00:00 Introduction to Connected TV (CTV)
02:49 Development of advertising in the streaming sector
06:41 CTV basics: how does it work?
09:00 CTV strengths: reach and targeting
14:27 Challenges of the CTV market
16:28 Focus on data protection and industry standards
20:09 Quality assurance in CTV campaigns
24:18 The most important platforms in the CTV market
28:31 How to get started with CTV advertising
34:36 Key performance indicators for CTV campaigns
36:24 A look ahead: CTV through 2030
40:33 Fragmentation in live sports as a problem for users
44:45 Concluding summary: the CTV market