The document provides an overview of connected TV (CTV) advertising trends, emphasizing its growth due to increased consumer demand for streaming content and a shift toward cookieless advertising solutions. It discusses challenges marketers face, such as targeting difficulties and measuring ROI in fragmented CTV environments, while highlighting the importance of identity solutions for effective ad campaigns. The document also notes that during economic downturns, advertisers will need to prove high return on ad spend (ROAS) and suggests partnering with specialized companies for optimized CTV advertising strategies.

1. Connected TV advertising
How to do Connected TV Ads Right: A Guide for 2023 and
beyond
From Seychelles to San Francisco, consumers are watching a lot more
connectedTV(CTV). We witnessed a startling increase in on-demand,
curated content, particularly during the pandemic when people had
nowhere to go and no access to entertainment. Between 2019 and
2020, CTV use increased by 81% year over year. CTV accounts for 50
percent of all worldwide video impressions. Nearly all US homes have
a CTV, and most customers between the ages of 18 and 54 watch
streamed content.
Connected TV ad campaigns are the new battle ground for brands and
advertiser.

2. CTV is a natural fit for advertising in 2023 and beyond. It captures
the mindshare of households like the good old days of unskippable
TV ads.Connected TV ads offer immersive viewing and social
experiences to screen-exhausted audiences.They address the large
proportion of viewers who favour free, ad-supported content.
• The stage is set. But if there were no difficulties, what fun would
that be? Here we will talk about:
• The top two trends influencing the growth of smart TV
advertisements
• The targeting and measurement challenges that must be overcome
for marketers to maximise the effectiveness of their connected TV
ad campaigns
Connected TV ads: Top trends and pain points in 2023 and beyond
Like any brand-new advertising platform, OTT ads have both great
promise and drawbacks. Let’s dive right into it.

3. Trend 1: Privacy-first cookieless future will see brands flocking to
CTV advertising
• Don’t worry, we won't be discussing the demise of cookies and
advertising here once again! OTT advertising has never been
dependent on cookies. And that’s why CTV advertising is here to
stay.
• Google already made the cookie deprecation announcement, and
it just extended this deadline to 2024. The writing is on the wall;
future of advertising will be cookieless.
• Marketers are under pressure to balance customer needs on
privacy and personalisation simultaneously. They are looking for
new platforms which will help addressing this. In 2023, the search
for such platforms and solutions will reach its zenith, paving the
way for even more rapid growth of CTV ads
• CTV advertisements are cookieless by design, and this is exactly
what will fuel their expansion. What's even better is that CTV ads
provide marketers the ability to target families, which is essential
in the cookie-less world.

5. CTV targeting roadblocks
• To access streaming content, consumers first buy hardware (think
Roku, Apple TV, X-Box, smart TV, Fire TV, etc.). Then, they
download specific streaming apps.
• When marketers buy connected TV ad inventory, they know which
streaming service they are buying from. But not which device their
ads will be served on. This creates challenges in targeting and
frequency capping. Repetitive ads annoy disengaged customers
and there is ad wastage on those who has already purchased.
• To consumers, CTV ads can often feel like the return to the era of
linear TV's one-size-fits-all ads. CTV’s lack of integration with other
digital platforms like social media also hampers retargeting efforts.
• Tip for marketers: Choose the right identity solution to make the
most of contextual connected TV ads
Addressing CTV campaigns, targeting and ad waste challenges
requires identity solutions built for CTV's advertising capabilities.
These solutions should have privacy, holistic customer data, and
transparency at their core.

6. • Bonus tip - To make the most of your CTV ad investments, look out
for a CTV ad platform that:
• Partners with the most prominent apps and publishers to ensure a
holistic inventory that delivers results
• Recommends targeted genres and specific content within the vast
CTV inventory
• Provides platform-specific (traffic, time spent, engagement, top
rated content etc.) and audience insights (life stage, lifestyle,
location, demographics etc.) for a high-impact contextual ad plan
• Offers custom audiences for retargeting even in the siloed media
ecosystem
Request a demo for 9MO for a fresh, hyper-targeted approach to
contextual advertising on CTV.
Trend 2: The looming recession will lead to conscious spending on
smart TV ads

8. Fun fact - when the economy goes south, reduced advertising
budgets are the quickest and easiest cost-cutting measure.
• It's simple - you will cut ad spending before laying off your people.
Last recession, ad spends dropped by double digits. Of course, that
was a time of linear, traditional advertising and ad measurability
was an unknown concept.
• With ad tech's quantum leap in the last decade, advertisers may
not completely stop their spending in the upcoming recession. But
they will see increased pressure to prove high ROAS.
• Though in nascent stages, CTV's programmatic approach and 90%
ad completion rates due to unskippable ads make it a robust
investment.
• However, there is room for improvements in measurability and
attribution. CTV's lack of common currency, identifiers, and
precision can pose challenges in proving ROI. It becomes a bigger
problem during recession.

9. CTV measurement and attribution roadblocks
• CTV advertisements are uncharted area in terms of measurement
and attribution.
• Vanity metrics do exist, but they don't provide actionable
performance insights that mean business - like store visits and
actual purchases. As we discussed earlier, brands also lose money
in ad duplication.
• CTV ad campaign measurement falls between the unmeasurable
linear TV and the cookie- and identifier-led precise PC and mobile
ad attribution. CTV is fragmented into many devices and lacks
common identifiers.
• Tip for marketers: Consolidate your connected TV ad measurement
and attribution data

11. Finding the precise KPI for each campaign is the first step in
enhancing CTV measurement. For brand awareness campaigns, the
ad completion rate, for instance, serves as a suitable metric.
However, actionable insights like visits to physical or online stores
make more sense for performance marketing. But how do we get
to these sharp metrics for OTT ad campaigns?
Need of the hour for advertiser is to consolidate the data points in
CTV measurement and attribution. Only in that way can campaign
performance be accurately analysed, and precise metrics shown.
Bonus tip - Maximize and prove your CTV ad spend ROI by bringing
on a measurement partner that:
• Provides quick, sharp, and layered insight on people, households,
and devices, so you always know who saw your ad
• Integrates with your most crucial CTV and digital channels,
platforms, publishers, and networks for privacy-compliant
performance data collaboration to optimize campaigns in real-time

12. Allows you to control ad serving frequency and channel spend
optimization to increase campaign reach wherever your clients are
Measure, optimize and prove the ROI of your CTV ads with ease and
accuracy. Book a demo for 9MO.
• What’s next for connected TV ads?
• CTV is the next big thing for advertisers and marketers, especially
those looking for new advertising solutions in the post-cookie
world.
But managing CTV ad investments sustainably and with ROAS
means looking beyond the obvious. Advertisers must get areal time
access on targeting, identity, and attribution. Performance
oriented and privacy-compliant partners built for CTV can help
with this.
9MO is one such partner. With 9MO, global advertisers are pushing
the envelope on CTV by:

13. • Accurately targeting individuals and households with people and
device data consolidation
• Measuring holistically through relevant integrations with digital-
first environments
• Continuously optimizing their campaigns and channel spends to
achieve up to 20% higher ROAS
• Staying privacy-compliant with unique identifiers that protect
personally identifiable information
• Switch to performance oriented and privacy-compliant partners
for CTV advertising
• Book a Demo with 9MO