Now is the time to embrace CTV. Ad recall, effective targeting, viewability and measurability should be at the top of every brand’s online marketing wish-list, and CTV advertising provides the opportunity to achieve all of these.
While digital advertisers may need nutrition labels to tell them where the data they’re relying on came from, television advertisers can rest assured that all their data came from opted-in smart TVs. That’s if the rest of the industry follows VIZIO’s lead by maintaining full transparency then TV will have another advantage still, for advertisers, and, especially for consumers.
This has left the advertising industry with some critical unanswered questions about the long-term value of trading desks as advertisers are demanding improved control and transparency while agency trading desks struggle to innovate and differentiate their offerings from other agencies.
Explaining Unilever’s latest mission during her keynote at Spikes, Santos told the audience it was a huge concern for the company that only 1% of ads in APAC showed women as intelligent, only 3% showed women over the age of 40, not a single spot showed anyone with a disability, only 3% showed men as fathers and 0% of ads showed a man cooking.