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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.
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

2.  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.
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.
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.

3. 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.
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

4.  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

5. 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.
CTV measurement and attribution roadblocks
CTV advertisements are uncharted area in terms of measurement and
attribution.

6. 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
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
 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.

7. 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:
 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