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1. Connected TV advertising
Future of CTV advertising: Predictions and Trends
• Connected TV (CTV) and over-the-top (OTT) advertising refer to the
delivery of video ads on internet-connected devices, such as smart
TVs, streaming devices, and mobile devices, rather than through
traditional television methods.
• These platforms are becoming increasingly important for advertisers
as more and more consumers are cutting the cord and turning to
streaming services for their entertainment. CTV and OTT advertising
allows advertisers to reach these audiences in a targeted and
measurable way, with the ability to track viewer engagement and
adjust campaigns in real-time. Additionally, CTV and OTT ads can be
highly personalized, which can lead to higher engagement and
conversion rates.

3. • The future of CTV advertising is bright, with several trends and
predictions pointing towards continued growth and innovation in the
space. Here are some of the key predictions and trends for CTV
advertising:
• Adoption will rise: CTV advertising is currently a fast expanding sector
of the advertising business, and this growth tendency is predicted to
persist. Advertisers are expected to follow suit and allocate more of
their money to CTV advertising as more consumers switch from
traditional TV to streaming platforms.
• More targeted and personalized ads: CTV advertising enables more
individualised and targeted campaigns, and this trend is anticipated
to remain. Advertisers will keep using data and analytics to make
more relevant and interesting commercials for their target
demographic.
• Interactive and engaging advertisements: Interactive and interesting
advertisements, such quizzes, games, and shoppable content, are
gaining popularity on cable television. We can anticipate even more
creative and interesting ad experiences as more advertisers test out
these forms.

5. • Streaming services with ads: As more streaming services are
launched and their features are increased, we may anticipate
seeing more ad-supported models. As a result, there will be more
chances for marketers to contact viewers in a focused and
quantifiable way.
• Advanced measurement and attribution: In the CTV industry,
measurement and attribution have proven difficult, but new
technologies and approaches are starting to emerge to solve this
problem. Advertisers will be able to better analyse the effects of
their CTV ads and adjust their plans as a result as these capabilities
advance in sophistication.
• Overall, the future of CTV advertising is exciting and full of
opportunities for advertisers to reach a growing and engaged
audience.