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 level.  Generative AI is able to dynamically produce unlimited variations of an original ad campaign, and to generate new content instantly based on real-time factors. Agency Client Creative Marketers leveraging generative AI and conte

                                                                                          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 stores on home screens.   Home Screens The new report into CTV app store prominence of FAST TV channels on platform devices such as Samsung, Google, LG, Apple, Amazon and Roku being investigated by regulators, is likely to res

Unified Audience Measurement (UAM) Currency  Within the unified total audience measurement currency, our trust and transparency goals help ensure that quality inventory is consumer first and privacy first by identifying privacy scored inventory in our research.  While there was some debate at the recent Future of TV Advertising event in Sydney around how we define CTV and what viewing falls within the CTV landscape, for example, YouTube, a clear takeaway is that as an industry we must align on how we define total TV audiences within a CTV ecosystem.  There’s a huge sense of urgency within the industry to get measurement right so CTV can attract the ad dollars it deserves. But for any currency to actually work, there needs to be interoperability between big data sets. Advertisers want their measurement providers to give them accurate reach and frequency tied to outcomes.  Buyers want advanced audiences rather than demographics-based audiences. The buy side and the sell side have to a

  With Google's new Privacy Sandbox announcement Federated Learning of Cohorts (FLoC) presents CTV and programmatic with a unique opportunity to benchmark identity, privacy and addressability into one solution. If there's one thing we've learned these past twelve months, its to expect the unexpected. Preparedness to change and industry cooperation will be key in the coming months and years ahead, and is contingent upon our success for a sustainable advertising future.  Google has not yet named a definitive ID replacement for third-party cookies, instead it is working on several potential solutions for CTV within its Privacy Sandbox. The Privacy Sandbox is Google's initiative to develop open standards to make the web more private and secure for users, while also supporting our publishers, platforms and advertisers on the global web. Alternate identifiers like Unified ID 2.0 and LiveRamp's IdentityLink are contingent in order to cover the IP address's eventual pha