Fourth Edition | August 2024
Times Internet for Marketers
India's largest digital products company. Brand building for digital begins here.
In-Depth
The rise of live sports on connected TV (CTV) is transforming TV advertising, with platforms like Prime Video set to stream NBA games exclusively starting in 2025. As ad-supported subscriptions grow and CTV ad spending increases, live sports are poised to become essential for brands, offering targeted, engaging ads that enhance ROI and keep audiences captivated.?
From avoidance to acceptance of CTV ads: The 2024 IAB report reveals that most CTV buys are now programmatic, and driven by media buyers' desire for reach, engagement, and precision. However, publishers remain cautious, concerned about undervaluing premium content and favouring direct buys. While the outlook for programmatic CTV is promising, the shift will be gradual.
From remnant to premium: Initially hesitant about open auctions, publishers adapted to programmatic advertising by embracing private marketplaces and guaranteed deals, allowing for better audience targeting and broader advertiser access. Concerns over pricing control and auction dynamics were mitigated with custom solutions, paving the way for programmatic channels like CTV. Despite similar concerns slowing CTV adoption, media companies are now addressing these issues by blocking low-quality advertisers and reviewing ads before they go live to ensure a quality user experience.
Ensuring quality, control and revenue: CTV advertising relies on direct transactions for precise targeting, but programmatic CTV offers a chance to enhance efficiency. Advertisers seek partners who provide strong results, audience data, and brand safety, putting media companies at a crossroads: either invest in programmatic CTV to boost monetization or risk missing out on potential revenue. With the right approach, programmatic CTV can deliver relevant ads while maintaining privacy and quality, ensuring success for both advertisers and publishers.
Industry News
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VerSe Innovation, the parent company of DailyHunt, has acquired a majority stake in Valueleaf Group, a digital marketing solutions provider. This acquisition is intended to boost VerSe Innovation's retargeting and advertising capabilities, enhancing programmatic performance and ROI for its advertisers.
Omnicom has introduced the Omnicom Advertising Group (OAG), a new global organization uniting creative networks BBDO, DDB, TBWA, and agencies like Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman. OAG aims to meet clients' growing demand for creative solutions by leveraging shared investments in innovative tools, technologies, and AI while allowing each agency to maintain its unique identity and culture. This structure is designed to enhance creativity and accelerate growth across the group.
Google has introduced a new Tag Diagnostics tool to enhance measurement capabilities in Google Ads, Google Analytics, and Google Tag Manager. This tool offers insights into tag setups and identifies data accuracy issues, addressing key areas such as tag quality status, missing Google tags, conversion linker tags, tag configuration, consent management, legacy tag detection, and tag placement. It helps ensure proper data collection, compliance with privacy regulations, and optimal tag performance.
HT Media Group has appointed Mani James as the Business Head of Mosaic Digital Business. He will lead key revenue streams in this role, including Tech Circle, VCC Events, and Training & Platforms. Under his leadership, the Mosaic Digital Business is expected to drive forward with various growth strategies and revenue initiatives, further strengthening HT Media Group's digital footprint.