Big CTV publishers are making more streaming shows available for automated ad campaigns in response to buyers wanting smoother advertising processes.
PubMatic’s video ad revenue increased by 33% compared to last year. However, getting ads to Connected TV publishers is messy, with too many middlemen causing duplicate bids. Buyers seek more precise, direct advertising paths without unnecessary steps.
The Trade Desk’s net income surged from $9 million in Q1 2024 to $32 million this quarter, showcasing remarkable growth. TTD noted that consistent revenue and profit growth have become the norm. However, Q1 2024 was notable because profitability came close to breaking even.
This solid financial performance from The Trade Desk indicates a robust market for digital advertising, which bodes well for Connected TV ads. With increased profitability and steady growth, advertisers may be more inclined to invest in CTV advertising through platforms like The Trade Desk, expanding opportunities for targeted and effective ad campaigns in the streaming space.
Warner Bros. Discovery (WBD) stood out from other streaming companies. The streaming service Max, which includes HBO Max and Discovery+ content, gained 2 million new subscribers last quarter, reaching nearly 100 million accounts. This subscriber growth led to a 4% increase in average revenue per Max user compared to the previous year.
The growth in subscribers for premium displays of Disney+ and Hulu is noteworthy for Connected TV players advertising to premium and “freemium” viewers, aiming to target ads more effectively.
In a scenario where DV’s client, Forbes, didn’t have an undetected MFA subdomain for seven years and DoubleVerify didn’t mistakenly assign an inaccurate high brand safety score, advertisers and brands could trust ad verification processes more. This would increase confidence in investing in connected TV ads and positively impact the effectiveness of CTV advertising campaigns.
What impact will this have on the future of advertising?
The rise of CTV is significantly impacting the advertising industry. As more advertisers shift their budgets to Connected TV, we anticipate a continued decline in traditional TV advertising. Moreover, the growth of CTV is likely to drive the development of new and innovative advertising formats.
VentiveIQ’s CTV Surge: Riding the Wave of Viewership
Due to its rapidly growing market, VentiveIQ is heavily investing in the future of Connected TV (CTV). CTV viewership surpasses traditional linear television in many households, and VentiveIQ is committed to CTV because of its growing audience, targeted advertising, better measurement, and increased engagement.
VentiveIQ’s investment in CTV signals upcoming changes. The future of advertising is on the big screen, and VentiveIQ ensures it leads this trend.
