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Until very recently, nearly every TV innovation had to do with content, not advertising. The remote control made it easier to change channels and select content. On-demand and DVR made it possible for viewers to watch content at their convenience rather than when it was aired. And streaming provided a more efficient way to deliver content to the screen. Through all these changes, the traditional TV commercial has stayed more or less the same.
But the tide is starting to turn. Streaming is a digital platform, which means that data, targeting, interactivity and much more are now accessible on TV. Two-thirds of households have a smart TV while nearly everyone has some device that enables streaming (including a tablet, computer or smartphone.)
Tony Marlow, global CMO of LG Ad Solutions, told this year’s upfronts we are in the beginning of a “CTV-first” advertising era. Traditional media companies and digital streamers alike took to the stage at the upfronts and NewFronts to announce a host of exciting new advertising innovations that, when added together, point to a future that looks nothing like traditional TV advertising.
One of the biggest shifts is that the line between content and advertising is getting blurrier as a result of social media. Ads aren’t just competing for attention anymore; they’re becoming part of the entertainment experience. Brands see the value of entertaining content, which will carry over to CTV.
Moving Away From The 15-Second Spot
One of the major catalysts for streaming has been live sports. As bigger audiences shift from