Connected TV Marketing Association @CTVMA

  CTV Creative Showcase As a long-time Cannes Lions attendee and Creative Director at Saatchi & Saatchi, I’ve spent over a decade watching our industry redefine what television advertising means. The Croisette may not have changed much, but the screens we create for—and the minds we aim to move—certainly have. Today, the 30-second TV commercial doesn’t stand alone. It competes in a complex new ecosystem, where Connected TV (CTV) has become the most powerful, data-rich canvas for brand storytelling. CTV isn’t just the next evolution of television—it’s the reimagination of it. Over the past ten years, I’ve seen this transformation not just from the festival stage or jury rooms at Cannes, but from inside the war rooms of campaign strategy meetings, where brands now demand measurable creative outcomes alongside big emotional ideas. Our work with partners like Teads and others at the cutting edge of CTV delivery for luxury brands has shown just how far the boundaries can stretch. Pr...

  Our 2024 glossary covers a wide range of new terms and concepts essential for professionals in the connected TV advertising, streaming TV, and programmatic advertising industries. 1. Connected TV (CTV) A television set that is connected to the internet, allowing viewers to stream content from various apps and services. 2. Over-the-Top (OTT) Content provided via internet streaming services rather than through traditional cable or satellite television providers. 3. Addressable TV A form of television advertising that allows advertisers to show different ads to different households watching the same program. 4. Advanced TV A broad term that includes addressable TV, connected TV, OTT, and other forms of digital television delivery. 5. Linear TV Traditional broadcast television programming where content is scheduled and viewers watch at set times. 6. Video On Demand (VOD) A service that allows users to select and watch video content when they choose, rather than at a scheduled broadca...

  AD FORUM 24 The Connected TV Advertising Forum 2025 brings together the world's leading CTV marketers, innovators, and ad professionals. Set against the stunning backdrop of Barangaroo Sydney, this event promises to be a game-changer for the connected TV advertising ecosystem.  The Event Our forum offers invaluable insights, networking opportunities, and actionable strategies for companies to navigate the ever-evolving global landscape of connected TV advertising.  Key Details: Date Schedule:         May 2025  Location: Barangaroo, Sydney Australia Format: In person and live streamed Brand Marketing, B2B Cloud professionals in Ad Tech, Programmatic, OEM Hardware, Operating Systems, Broadcasters, Telcos, Media Buyers, Publishers, Studios, and Streamers with 35 Asia-Pacific Guest Speakers, 3 International VIPs. Attendees: 650 attendees in person, with live streaming to a global B2B professional audience estimated at 11,500 online ...

                                                                                             Cannes Lion Creatives Last year, more Cannes Lions Awards entries than ever used AI. Some 7.3% of all 2023 entries mentioned AI in their synopses compared with 3.7% in 2022. Lion-winning work showed how AI can enable human connection. For instance, Creative Commerce Lions Grand Prix winner, HungerStation’s ‘The Subconscious Order’, by Wunderman Thompson, Riyadh, used creative AI in a delivery app. CTV Ad Operations By delivering hyper-relevant ads to each viewer that speak to their needs in the moment, contextual CTV ad campaigns empower marketers to capture far greater engagement and ROI, and—most importantly—to connect brands with customers on a more meaningful l...

                                                                                 Connected TV Apps-based Viewing Global ad spend is on course pass $1 trillion ($788.6 billion) for the first time in 2024, following the growth of 4.4 per cent this year and a further 8.2 per cent in 2024. R etail media and connected TV (CTV) a fifth of all spend, will drive growth into 2024 – are poised to see significant investment from brands over the coming 18 months. With t he rise of CTV, we are seeing once again the value advertisers place in leveraging first party data to target the right message to the right person at the right time. Audience Adoption This transition toward CTV points to a broader shift in consumer behavior, as traditional TV consumption patterns are disrupted by the rise of ...

                                                    Home Screen   Prominence                                               The Australian Government has committed to legislating a prominence framework which will determine how TV applications and/or content will appear on Australian TVs and what content appears first in search.  Since our submission to the federal government, Foxtel commissioned research by YouGov to examine what Australians thought about this issue. The overwhelming view of Australian consumers is they want to be in control of the TVs they own and spend thousands of dollars on annually.    The research showed: When given the choice, 94% of Australians said they don’t want the government controlling the ord...

                                                                                          Streaming TV Apps The growth of connected TV app stores is increasing the growth of free ad-supported streaming television (FAST) channels. While the growth of CTV platform app stores will remain constant, the number of FAST channel apps will outnumber CTV device stores. By 2028, the number of FAST channel apps on CTV will exceed the number of mobile apps on smart phone devices on Android and iOS by 8.93 million. FAST App Stores The trend towards in-app advertiser funded programming, shoppable retail media commerce, gaming and DIY channels on CTV means more B2B transactions will occur in unlimited FAST channel apps in the future, rather than on predicted market regulated app st...

  Ad Loads for Optimising In-Stream and Out-Stream Video Ads In September, we published the IAB Tech Lab guidelines for digital video and connected TV ad formats, and these guidelines introduced a new distinguishing characteristic that separates in-stream and out-stream video ads.  The coming year promises significant change and equally significant growth for advertising-based streaming services. Programmatic CTV advertising is set to benefit from this growth – if CTV services and advertisers can take advantage of the major trends. Ad loads on AVOD services have historically been lower than traditional linear television ad loads.  That’s going to change somewhat in 2023, as more advertisers turn their attention – and their ad budgets – to streaming services. To accommodate a growing number of advertisers, some AVOD services will increase the number of ad slots available, while remaining below linear TV’s oppressive ad load.  The automation of CTV advertising will ...

Standards in Streaming Viewability and CTV Measurement Recently GroupM, WPP’s media investment group, partnered with media companies across the advertising industry to create new standards in streaming viewability and CTV measurement to improve ad verification and reduce invalid traffic.  The initiative follows a joint study with TV ad measurement company iSpot that quantifies inflated CTV ad delivery counts and reveals that, on average, 8-10% of streaming impressions play when the TV is shut off, primarily through ancillary devices. Companies including Disney, Fox/Tubi, LG Ads Solutions, NBCUniversal, Paramount, VIZIO and Warner Bros.  Discovery have committed to working at an industry level with agencies, advertisers, and standards-setting bodies to create a streamlined measurement framework and set of best practices to ensure ads are only counted when delivered to screens that are on, with people in front of them.  The Phase One study found that:  On average, 8-1...

                                                                                                                            Consumer Privacy Following our recent submission to the Australian government consultation prominence framework on the media regulation reform of Connected TV home screens in Australia, the UK Media reform Bill has entered the House for debate. The bill is similar in scope to Australia, with prominence of public service broadcasters (PSBs) on smart TVs.  Under the new Ofcom code, local UK apps would be discoverable on UK devices and reciprocated internationally under carriage agreements by other countries to global CTV viewing audiences. The content impl...

Free Ad-Supported Television (FAST) revenues are set to reach $12bn in 2027 Free Ad-Supported Streaming Television (FAST) revenues are set to reach $12bn in 2027 according to new research, as Samsung, Roku, LG and Paramount’s Pluto TV secured rapid consumer uptake synonymous with CTV growth.  FAST numbers continue to grow as consumers look for cheaper ways to meet their entertainment needs. FAST platforms allow broadcasters and content owners to make more money as advertisers increasingly look to support these platforms – estimated by Harmonic at $0.60 to $1 for every hour a consumer watches.  FAST offers your viewers the best of both worlds, letting them access free, yet personalized, programming through a digital platform that works similarly to other streaming services. FAST is one of the most steadily growing methods of media consumption as customers look for wallet-friendly alternatives to high-cost cable packages and multiple streaming services. By tapping into the trend...

  Ad supported streaming television is set to overtake subscription TV channels over the next 12 months, as major streaming platforms such as Disney, Netflix and Amazon are adding ad-funded tiers, according to Dentsu's 2023 Media Trends report. For the second year running, dentsu international has collectively gathered and published the insights and predictions of all its global media agencies into the ultimate 2023 Media Trends guide for marketers worldwide. Drawing on expert media planners and buyers worldwide from Carat, dentsu X, and iProspect the report explores the biggest media trends to watch out for in the coming year.  To find out more about the trends and to access a free copy of the Dentsu 2023 Media Trends report readers can visit www.dentsu.com/reports/media_trends_2023

AVOD spending on TV episodes and movies will climb by 144% between 2022 and 20226 to reach $66bn across 138 countries. The explosive growth of  AVOD services is set to surpass SVOD this year in audience size, and the changing demographics of a free streaming universe that remains young and multicultural while becoming more reflective of a national audience average in education and affluence. Free streaming's audience will grow larger than paid streaming by mid-2022. AVOD audiences grew twice as fast (+16 per cent) as SVOD (+88 per cent) in 2021. In 2022, the number of AVOD users surpassing SVOD. This attributable to a variety of factors, including subscription fatigue, ubiquitous hardware, cord cutting and increased broadband access. While total view time (TVT) is still led by SVOD, the opportunity for AVOD to expand TVT is forecast to increase due to rising inflationary pressures on household consumable items. Streaming will become the fastest growing video format in both viewersh...

The CTVMA's Future TV Council has moved to support the recent  Media Rating Council's (MRC) announcement on universal definition standards for over-the-top (OTT) content as part of the Connected TV advertising ecosystem model for sever-side ad insertion (SSAI) and streaming TV content. With CTV sets currently being the dominate global device for viewing streaming video on-demand (SVOD) in the home, the Connected TV Marketing Association will announce CTV+ (plus), as part its upcoming Streaming Video Platforms Report 2022.  The report encompasses the most recent video glossaries from global supply-side and demand side platforms with publishers, including the IAB Tech Lab .

Programmatically sold advertising on connected TV is expected to reach $155 billion in 2021 and is forecast to grow to $323 billion globally by 2025, accounting for nearly three quarters of the global programmatic spending. Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. The use of software and algorithms helps streamline the ad buying process on connected TV. With today's technology and the rise of streaming, the CTV experience is significantly more advanced than ever, with more brands preparing to execute with programmatic.  Broadcasters have been on this transformational journey too, with their transition to programmatic and launching new AVOD offerings. Because the process is automated and the maximum price each advertiser is willing to bid fo...