Vendor Predictions for 2024: AI, CTV, Fast and niche sports
Optimisation for Connected TV
Ben Tatta, CCO at Operative
In 2024, people will continue to embrace FAST content, creating a lot of new CTV inventory for media companies. Advertisers will lean into CTV and will be looking for advertising that helps them reach audiences in ways that are coordinated across channels, delivers TV level quality and digital-level data. Media companies will need to focus on centralising their product catalogue across these channels to create bundled offerings that deliver scale, targeting and multichannel experiences. They’ll have to have a system for coordinating media buying, offering self-service and automation, and deliver transparent reporting.