Podcast

The Current State of CTV Advertising and Opportunities for Performance Marketers

Connected TV (CTV) advertising is undergoing a transformative phase, driven primarily by the shift away from traditional television viewing towards more affordable streaming options. This shift is reflected in the significant growth of CTV ad spending, which has seen a 400% increase since 2019. By 2024, it’s projected to rise by 22%, and by 2027,…

Sean Simon
2–3 minutes
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Connected TV (CTV) advertising is undergoing a transformative phase, driven primarily by the shift away from traditional television viewing towards more affordable streaming options. This shift is reflected in the significant growth of CTV ad spending, which has seen a 400% increase since 2019. By 2024, it’s projected to rise by 22%, and by 2027, it’s expected to reach over $41 billion. The evolution in viewing habits has set the stage for CTV to become a dominant force in the advertising industry, offering an unparalleled opportunity for performance marketers to tap into this expanding market​​.

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Sean speaks with Brooke Partelow, founder of NeonPixel, about the challenges and opportunities of tracking, measuring, and optimizing connected TV (CTV) advertising. NeonPixel aims to make CTV a performance marketing channel by providing cross-device tracking and attribution. The company primarily works with performance marketers who are looking for new, lucrative channels to tap into. Brooke shares a success story of a brand that saw significant growth and scalability with CTV advertising. The long-term vision for NeonPixel is to continue refining their algorithms and audience targeting to make TV a true performance channel.
Takeaways
Chapters
Incremental NTF Channels for Brands
Targeting Specific HH’s with TV Ads

Strict Visit Attribution Rules for CTV
CTV as a Performance Channel
Cross-Device Tracking for TV Ads
Automation for TV Campaign Optimization

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Brooke discusses how CTV can be a performance channel for brands. The key to success being accurate and tight measurement and attribution. If executed properly, with the right partner, it can be a channel that drives scale and performance that matches or beats Meta. With the end of 3rd party cookies on the horizon, brands need to find impactful channels that scale to continue the growth they are accustomed to. Hear how someone who has lived their entire career in performance marketing is making CTV the next performance channel for Marketers.

Takeaways

  1. NeonPixel enables performance marketers to track, measure, and optimize connected TV (CTV) advertising by providing cross-device tracking and attribution.
  2. CTV offers a new and lucrative channel for performance marketers who are looking for scalable alternatives to traditional channels like search and social.
  3. NeonPixel has successfully helped brands achieve significant growth and scalability with CTV advertising, even for those who were initially skeptical.
  4. The long-term vision for NeonPixel is to refine their algorithms and audience targeting to make TV a true performance channel.

Chapters

00:00 Introduction

00:44 The Business Problem NeonPixel Set Out to Solve

04:14 Types of Brands Migrating to Performance-Based CTV

06:23 Challenges with Other Channels and the Appeal of CTV

09:39 Integrating CTV into a Broader Marketing Plan

11:11 Comparing Data and Attribution Across Channels

12:26 Client Success Story: Hexclad

16:07 The Long-Term Vision for NeonPixel

20:30 Delivering Different Messaging to Different Audiences

22:09 Common Pitfalls and Mistakes in CTV Marketing

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