Yesterday was VideoNuze’s fourth annual Connected TV Advertising Summit virtual, featuring 27 senior executives on 6 sessions across the afternoon. Hundreds of industry colleagues attended, hearing insights, data and forecasts from participating speakers. I will post all of the session videos on VideoNuze early next week.

There were a lot of really interesting observations, which Colin and I have tried to distill to 5 key takeaways in today’s podcast. In no particular order, these include

1) There is strong conviction that CTV is ultimately going to become full-funnel, offering advertisers strong ROIs across all desired KPIs.

2) While CTV devices are heavily penetrated in U.S. households, less than half of these households use them to stream on a daily basis, creating enormous opportunity ahead.

3) The key to choosing an appropriate CTV/streaming business model ultimately boils down to understanding audience preferences and serving them.

4) Priorities in CTV innovation span from “what’s-old-is-new-again” optimization of electronic program guides (EPGs) to capitalizing on generative AI.

5) Measurement and attribution of CTV ad campaigns is complex and won’t be resolved anytime soon given the tug-and-pull of traditional TV measurement priorities and the realities of digital’s “outcomes-centric” precedents.

Listen to the podcast to learn more (41 minutes, 51 seconds)

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