![]() Whether or not, and when, these developments come is still a mystery. The future of CTV may bring an evolution of movie releases to small screens, revamped advertising solutions, and most likely a demand from consumers for some kind of streamlined approach. On both sides, the best we can do is embrace the fact that change and progress in this space is inevitable. And for marketers, the power that comes with a well-rounded understanding of the CTV landscape is invaluable in creating tailored and effective solutions for brands. For consumers, the menu of options, while overwhelming, is also exciting when you think about the wealth of content, both legacy and original, at our disposal. This new and evolving ecosystem of streaming services is unique in that there is no one-size-fits-all solution for consumers or marketers. If we try and simply do away with pieces of the digital ecosystem that inconvenience us, they will just evolve and find their way back into our lives some other way. We live in a digitally focused, connected society. What we’ve learned is that there’s no such thing as cutting the cord anymore. ![]() CTV, and its fragmented landscape, has the power to deliver on goals up and down the funnel, and a deep understanding of the full landscape will equip media buyers with the tools they need to put together the strongest and most actionable plans. The best way for media buyers to think about CTV is to compartmentalize the offerings in the same way we would bucket different types of clients. quality inventory are, so agencies can be a resource for sifting through the web and identifying the strongest solutions for their clients. It’s important to recognize where the best opportunities are for targeting vs. Media companies will do well to stay well-informed and up to date on the CTV landscape, even if clients are not actively buying there just yet. On the surface, the multitude of connected TV offerings and partners in the space can feel like a point of frustration for media buyers. This fragmentation extends to media buyers as well. But the entertainment industry has proven itself to be ruthlessly competitive. Streaming services were supposed to be the simplified, cost-effective answer to complicated cable TV bundles. And consumers can no longer cut the cord to cut costs. These bundles sound more and more like cable packages. NBC with Peacock, NBC Gold (Sports) and Apple has announced Apple One, its own bundle. The ’Disney Bundle’ of Disney+, Hulu and ESPN+. At the same time, streaming platforms developed original content of their own that left consumers straddling multiple subscriptions.Īnd then, bundles returned. ![]() Those channels began grabbing their older historical shows back from Netflix and other original streamers and placed them on their own streaming channels, available for an extra $6 to $10 per month. Just recently, Discovery joined the party with Discovery+. Cable channel stalwarts joined the streaming party, including CBS All Access, NBC Peacock, Sundance and HBO Max. Netflix was joined by Amazon, Hulu, Disney+ and Apple+. There was lots of quality, bingeable content with no ads and a low monthly cost. Netflix reimagined its DVD rental service into the original streaming platform, and people loved it. The return of fragmentationĮnter the streaming services. Consumers got frustrated and saw their bills steadily increase, so they cut the cord. The answer, ironically, is that cable TV grew too complicated and streaming was meant to be a step towards simplification.Īs the number of cable and content providers grew, so did confusion over different bundles. So how did we end up with a system that’s confusing and frustrating for consumers and advertisers alike? For media buyers, there was no alphabet soup of CTV, OTT, streaming services and devices that today’s buyers have to grapple with when planning. ![]() It all used to be so simple - and not just for consumers. ![]()
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