The Rise of Ad-Supported Streaming: Insights from LG Ad Solutions Street Fight

The Rise of Ad-Supported Streaming: Insights from LG Ad Solutions

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With the growth of  streaming services, consumers are making their preferences clear: they want their content free and supported by ads. The third wave of LG Ad Solutions’ annual study, titled “The Big Shift: Wave III,” sheds light on the evolving habits and preferences of Connected TV (CTV) users. With data collected from over 1,100 […]

This CTV Channel Could be Bowling Brands Over

This Channel Could be Bowling Brands Over

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Move over, Ralph Kramden. Bowling is becoming one of the most popular activities in the United States. According to data released last year from Ipsos, it was among the most “played” sports in 2022. Right after Cornhole, which 20% of Americans played, bowling drew 19%. Swimming was third at 18%. Statista posits that about 45 […]

Navigating the Fragmented CTV Landscape: Strategies for Brands and Agencies

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2023 was a year of exploration and education. As the industry begins 2024, agencies and brand marketers will continue to gain a better understanding while leveraging necessary campaign elements like transparency, incremental reach and co-viewing to navigate the new challenges and opportunities within the CTV (Connected TV) landscape. Today’s brand marketers are confronted with crucial […]

Study Reveals What Drives Attention From CTV Ads

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We know that attention is a critical metric for advertising, especially on channels like connected TV (CTV), where advertisers are not only trying to reach their target audiences, but also to engage them to drive real business outcomes. We also know that it’s incredibly difficult to determine what, exactly, drives more attention from CTV ads. […]

What CTV Can Learn From OOH Advertising Measurement

What CTV Can Learn From OOH Advertising Measurement

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What if I told you (in Lawrence Fishbourne’s best Morpheus voice) that in some circles, OOH measurement is, in fact, more advanced than CTV’s equivalent?  And that CTV has a lot to learn from its much older, but just as rapidly innovating, advertising brethren.  Billboards, bus shelters, and airports in the public space are getting […]

LG Ad Solutions, Affinity Take On Closed-Loop CTV Targeting 

LG Ad Solutions, Affinity Take On Closed-Loop CTV Targeting 

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LG Ad Solutions and Affinity Solutions are launching a new closed-loop CTV targeting and measurement solution that integrates Affinity’s purchase data with LG Ads’ CTV ad infrastructure to help brands optimize ad spend for conversions. The new solution, dubbed LoopIQ, launched just this week. According to the companies, the LoopIQ solution comes in response to […]

New Partnership Seeks to Address CTV Advertising Gaps

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Let’s hear it for the lower funnel: that could be the rallying cry of QSR and financial-services clients this fourth quarter. Amid possible economic softening, the lower funnel is a tried and true performance-marketing path for all kinds of KPI’s from engagement to sales. To more effectively measure sales outcomes from lower-funnel marketing, Attain, a permissioned-commerce […]

Basis Announces FreeWheel Partnership to Democratize CTV Advertising

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As more TV watchers cut the cord and shift to streaming services, connected TV advertising is seeing a surge in popularity. CTV advertising spend hit a record-breaking $1 billion in June, and now more programmatic firms are looking at partnerships with companies specializing in CTV as a hedge against the evolving landscape.  Just this week, […]

New Partnership Focuses on Driving Incremental Reach

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When it comes to CTV, streaming, and linear, viewers tend to think, “It’s all TV to me.” For advertisers, agencies, and publishers, however, there are tremendous differences and challenges in all three because they are concerned with engagement, platform, viewing frequency, demographics, data, ad targeting, and incremental reach. The Holy Grail lies in accurate and […]

Connected TV Ad Measurement Tools That Link Data to Identity

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Connected TV advertising has become increasingly popular in recent years, as more people cut the cord and turn to streaming services for all-things entertainment. However, measuring the effectiveness of CTV ads and attributing their impact to business outcomes has continued to challenge agencies and advertisers.  Advertising with CTV and streaming increased 57% in 2021, to […]

Hyperlocal Restaurant Advertising Hits CTV

Hyperlocal Restaurant Advertising Hits CTV

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Roku’s new partnership with DoorDash builds a channel for CTV advertising for local restaurants that already work with DoorDash. The multi-year deal in North America offers DoorDash merchants the ability to buy and deploy interactive and shoppable ads that let users click-to-order food deliveries on the spot.

Shoppable Ads Poised to Hit CTV

Shoppable Ads Poised to Hit CTV

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Shoppable ads are coming to a TV screen near you. Half of online adults recall seeing a shoppable ad on TV, with 70% of those consumers having purchased a featured product either at that time or shortly thereafter, according to consumer research firm Aluma.

YouTube Shorts Coming to CTV

How Advertisers Can Capitalize on YouTube Shorts Coming to CTV

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Curt Larson, chief product officer of Sharethrough, checked in with Street Fight to explain the significance of YouTube shorts’ move to CTV. He also shared thoughts on the increasingly intertwined future of CTV and mobile as marketing channels.

Why You Should Add CTV Advertising to Your Local Channel Portfolio

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As a marketer, it’s essential to advertise in the places where your customers spend their time. Increasingly, that place is CTV.  

Brand Advertisers Say CTV Likely to Overtake Mobile

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According to a new report on connected TV trends by AppsFlyer, 98% of brands believe CTV advertising has the potential to be bigger than mobile, but just 64% of businesses are currently running direct response campaigns on CTV.

6 Questions Brands Should Ask When Evaluating Performance CTV Providers

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With lots of opportunities to reach new audiences and so many options for targeting and optimization, some marketers are understandably intimidated and not sure where to start. To help brands who are new to the space, here are six questions to ask when considering dipping your toes into the performance CTV space.

In Crowded Space, Brands Rethink Approach to CTV

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Research from eMarketer shows that advertisers spent $10.3 billion on connected TV programmatic display ads in 2021, an 82% increase from the year prior. But what they got in return is anyone’s guess. For all the advancements in digital marketing, CTV advertising still remains an opaque space where advertisers know little about the shows or other ads their spots are running against. This can lead to wasted budgets, ad frequency issues, and even fraud.

5 Tips for Maximizing Your Performance CTV Strategy

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From an advertising standpoint, OTT has some inherent advantages, especially for performance marketers. In the linear world, advertisers have to find programs or channels that over-index against the desired audience. On OTT, this audience filtering is done pre-bid. That means if you want to reach audiences who are in-market for a product or service, you can use real data to reach that exact audience with very little waste because of the dynamic ad insertion.

TV Advertising Versus Social and Search

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TV ads are delivered to consumers in a clutter-free environment, where the consumer is usually in a “leaned back,” focused state of being. TV ads are often delivered via 60″+ TV screens with full surround-sound audio, creating an immersive “sight, sound, motion” impact like no other medium. Of course TV drives better recall! And if TV ads drive better recall, basic logic would conclude that TV ads also drive better consumer response.

Fragmentation in Connected TV Creates Opportunities for Brand Marketers

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One of the earliest frontrunners in this race for market share has become Innovid, the CTV advertising delivery and measurement platform. With the ticker symbol “CTV,” Innovid is now branded as a pioneer, a label that CEO and Co-Founder Zvika Netter isn’t shying away from.