Moving TV Forward with Todd Cohen, Undertone VP of National Video/CTV

The world of TV is more fragmented and crowded than ever and constantly evolving. Latest industry statistics suggest that within the sector, CTV is growing faster in time spent than all other major devices/formats. Growth trends and the opportunity to reach more audiences put pressure on brands and advertisers to ensure they are well-positioned to capitalize on the CTV ad market. In this presentation, Todd Cohen will review these trends and offer insights into breaking through the CTV clutter now and going forward.

Todd will discuss CTV trends, expected to continue growing into 2024:

-Fragmentation challenges: Half of Americans no longer subscribe to cable TV, making it very difficult to reach all audiences with traditional TV buys alone. There are generational differences between CTV and linear TV; CTV has won over younger generations.

-Accessibility of CTV and OTT: Advertisers are pushing streamers to make their inventory available through their DSP of choice and to provide more transparency on the delivery.

-Creative Effectiveness: There is an underrated factor in overall ad effectiveness across the entire industry, which is leading to the rise of high-impact CTV.