In April we focused on good news, bad news, debatable news and the news brands themselves. From sector booms in the market provoking us to think about.

CTV landscape: pros and cons 

In 2023, CTV penetration soared to 73%, a remarkable increase from just 11% in 2014. GroupM projects a 13.8% growth in CTV ad revenue for 2024, building on a 10.9% rise in 2023. An article from Samsung  Ads underscores five key factors shaping the CTV landscape:  

• Broadcasters remain pivotal players, with BVOD and SVOD consumption peaking during prime time, presenting opportunities for other streaming market entrants to capitalise on this time band.  
• CTV has guided in new ad formats like interactive and shoppable ads, offering novel ways to engage audiences on television screens.  
• Binge-watching has become commonplace, reflecting the abundance of available content, as indicated by Samsung Ads’ data.  
• The sustained integration of machine learning across CTV platforms enhances user experience and content discoverability, catering to the demand for personalised content. 
• Privacy emerges as a crucial consideration, with CTV partners forging alliances with third parties to prioritise user consent and data control while delivering personalised content. Samsung Ads anticipates further partnerships in 2024 to uphold data integrity while ensuring tailored content delivery. 

It is an interesting article that highlights the positives of VOD and other streaming services. However, it fails to mention a few key aspects that we’ve seen with our own clients, that may prove to hinder the growth of CTV. Firstly, measurement isn’t there yet for CTV, which is something we know all our clients want. You’re unable to go into granular detail about what programmes or content impressions were served against, something that is available across VOD. Furthermore, you’re unable to directly attribute any CTV activity, something that is also a struggle across other forms of online video. We have run CTV previously for clients and in most instances, we found the impact this had on incremental reach, on top of our linear TV and VOD, was minimal. Additionally, the content on CTV isn’t necessarily premium and it’s a challenge to meet this premium bar, given that the TV giants such as Sky, ITVX and Channel 4 still dominate this space. 

One positive that can be drawn from CTV is the high level of targeting (something which isn’t available on TV apart from platforms such as Sky AdSmart). However it raises the question, what use is this targeting when you can’t necessarily measure it? CTV is definitely something that will grow once some of the issues with it are ironed out and it’s a good medium for a client that is less interested in direct response, but wants to ensure they’re hitting a specific audience. 

News to us!  

Over the past month, our team has dedicated significant attention to exploring opportunities within news brands to drive growth for our clients. We engaged with Ozone, Mail Metro Media, The Knowledge and The Guardian; participating in insightful sessions that unveiled their offerings in terms of reach, available platforms and advertising strategies, leaving us with valuable insights to ponder. All media owners shed light on consumer trends and delved into how brands can tap into these to accelerate their growth, from The Guardian’s charitable readership habits, Reach highlighting its consumers community growth since the pandemic to The Knowledge living by its ‘less is more’ mobile-first approach in aim to stand out within a crowded media landscape.  

Similarly, we soaked up some insight from the publishing event of the year, The PPA Festival, hearing how publishers are elevating journalistic standards to foster growth. In today’s bustling media landscape, consumers are inundated with content, making trust and truth paramount to navigating the noise and combating online disinformation. The discussions emphasised the importance of returning to the core principles of good journalism, advocating against ‘churnalism’ and urging a focus on producing in-depth, quality content. While reach and engagement remain crucial, reaching and resonating with younger readers presents a unique challenge. It’s essential for journalists to align with the preferences of their audience, recognising that lengthy articles may not resonate with younger demographics. In an era where traditional journalism competes with entertainment giants such as Netflix and the likes, there’s a call for higher standards to maintain relevance and credibility.