This episode of Datalicious focuses on the rapid developments in the connected TV (CTV) market. Host Carsten Sander speaks with Timur Cetin (Samsung Ads) about new ad formats on the smart TV home screen, combining TV and mobile data for more precise targeting, and deduplicated reach measurement for linear and streaming campaigns. What’s more, they look ahead to the future and discuss how CTV could evolve from a branding channel into a full-funnel medium by 2029.
Topics discussed in this episode:
- Basics and terminology of the CTV market: What distinguishes CTV from linear television, and what do abbreviations like OTT, BVOD, SVOD, AVOD, and FAST mean?
- Data and targeting in the CTV ecosystem: What first-party data is available on smart TVs, and how can TV and mobile data be combined for more precise audience targeting?
- New ad format on the home screen: Why is the home screen of smart TVs becoming one of the most attractive advertising environments, and what results do campaigns in this format achieve?
- Future of the CTV market by 2029: How is CTV evolving from a pure branding channel into a full-funnel medium, and what role do AI-based recommendations, gaming, and shopping play on the TV screen?
Takeaways from this episode
- Fragmentation calls for new measurement approaches: The TotalView approach makes it possible, for the first time, to measure both linear and streaming reach on smart TVs in a deduplicated way – a crucial foundation for reach planning in an increasingly fragmented TV landscape.
- Mobile + TV = data-rich targeting: By linking TV and smartphone data within a household, new audience segments emerge – ranging from lifestyle interests to app usage patterns.
- The home screen becomes a premium ad environment: Smart TV users spend an average of 5 to 10 minutes on the home screen searching for content. This high-attention environment is increasingly opening up to advertising and, when combined with in-stream formats, delivers strong campaign results.
- CTV is becoming a full-funnel medium: By 2029, TV will no longer be used solely for branding, but will also make it possible to measure concrete business outcomes such as app downloads or product purchases.
Chapters
00:00 – Introduction: The shift in TV viewing habits, in numbers
03:34 – Presenting: Timur Cetin and Samsung Ads
05:12 – CTV terminology: OTT, BVOD, SVOD, AVOD, and FAST
11:15 – Samsung Ads: Advertising environments on smart TVs
15:54 – A look back: What has changed in the past 24 months?
17:19 – Three major trends: Fragmentation, ad acceptance, and growth
24:46 – Data protection, consent, and researching ad effectiveness
29:04 – The home screen’s new role
32:08 – Cross-device: Combining TV and mobile data
33:08 – Data “crash course”: What datasets are available in CTV?
41:01 – TotalView: Deduplicated reach measurement
48:09 – A programmatic approach and unresolved challenges
52:09 – Time travel to 2029: The future of the CTV market