In this context, the key to effective monetization lies in the correct use of data to enrich and contextualize advertising spaces, as well as in the Ability to integrate and optimize multiple sources of demand that maximize advertising income in all devices, formats and countries.
Content fragmentation and proliferation of advertising spaces, drive Data in an essential asset.
The 3 key advantages of Addressability in CTV and Fast
Precise segmentation
Connected television (CTV) and free transmission platforms with advertising (FAST) allow a precise segmentation of the audience, differentiating from traditional television that was heading to a mass audience without distinction. In Mexico, 47% of Internet users are CTV spectators, which is equivalent to 35 million people.
This level of adoption facilitates effective demographic segmentation, allowing advertisers to direct their messages to specific audiences according to criteria such as age, interest and visualization behaviors.
Optimization of advertising experience
The data allows relevant ads for each user, avoiding advertising saturation and improving the visualization experience. In addition, current technology allows the viewer’s direct interaction with the announcement, such as the option to make real -time purchases of products that appear in a series or film, enriching the user’s experience and increasing conversion opportunities.
In turn, attracting different sources of demand and combining automated auctions with direct agreements allows us to increase competition for advertising spaces, optimize prices and guarantee more stable income over time.
In terms of global video ads visibility, connected television (CTV) continues to surpass other platforms. A Comprehensive Ad Science (IAS) report shows that, in the first half of 2021, the visibility of CTV ads globally reached 93.2%
Greater efficiency in monetization
Advertisers are willing to invest more in quality and highly segmented audiences, which increases the value of the advertising inventory. When integrating multiple sources of demand and combining automated auctions with direct agreements, advertisements prices are optimized and more stable income is generated.
According to the annual marketing report 2023 by Nielsen, on average, 45% of advertising budgets around the world are being allocated to connected television channels (CTV).
The integration and optimization of multiple sources of demand, including platforms on the supply side (SSP), direct campaigns and programmatic agreements, are essential to maximize income in CTV and fast.
This strategy allows platforms to access a wide variety of advertisers and offers, increasing competition for advertising inventory and, consequently, income.
What are the benefits of integrating multiple sources of demand in CTV and Fast?
Optimization of income and maximization of income
To improve the monetization of the contents, it is key to attract more advertisers and increase competition for advertising spaces. By adding different sources of demand, such as automated auctions and direct agreements with brands, prices for ads can be improved and guarantee more stable income over time.
This importance is reflected in the growth of investment in CTV, which according to reports of IAB Spain and PWC, grew by 49.3% year -on -year in 2024, indicating an upward trend in the adoption of this advertising channel.
Advanced Inventory Management and Audiences Segmentation
By diversifying demand sources in connected television advertising (CTV), platforms can optimize the occupation of advertising inventory and minimize wasted spaces. This allows segmenting content and audiences within the same signal or application, improving the relevance of the ads and increasing the filling rate (Fill Rate). According to a report by the Interactive Advertising Bureau (IAB), 78% of advertisers consider that the diversification of demand in CTV improves the stability of the advertising ecosystem.
Diversification of advertisers and market stability
Accessing multiple sources of demand allows to attract both global brands and local advertisers looking for specific audiences, reducing the dependence of few buyers and facilitating expansion to new markets. In addition, integrating programmatic demand with direct campaigns and alliances with local agencies not only improves the occupation of the inventory, but also allows to customize campaigns and connect with more advertisers, which generates greater advertising investment.
This integration also facilitates content licensing, allowing platforms to open new markets and connect with local brands more efficiently. The more campaigns can be linked to an integrated advertising ecosystem, the greater the investment that the platform can attract.
According to Comscore, in Latin America, Mexico leads with 67% scope in CTV spectators, followed by Argentina and Chile with 61%which demonstrates a diverse and growing market for digital advertising.
The convergence of advanced data and the integration of multiple sources of demand in the CTV and Fast environments represent an unprecedented opportunity for the entertainment and advertising industry.
The success in the monetization of CTV and Fast will depend on the ability to adapt and innovation of the platforms and advertisers. Those who effectively balance technology, quality content and audience needs will be better positioned to prosper in this dynamic digital ecosystem.
AD tech AWG director.
Source: Ambito
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