Connected TV Marketing Association @CTVMA

                                                                                             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...

                                                    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...

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...