Wurl spotlighted in VideoWeek’s 2024 CTV Advertising Guide

We are thrilled to announce that Wurl was featured in the VideoWeek CTV Advertising Guide (North America) for 2024. The guide is invaluable for anyone interested in the complexities and opportunities within the CTV advertising landscape.

What’s inside?

The guide provides a detailed analysis of the CTV market post-pandemic, noting a stabilization after a period of rapid growth and flux. It highlights how streaming now accounts for a substantial portion of TV viewing time in the U.S., emphasizing the shifting dynamics from traditional broadcasting to digital platforms.

The guide covers various topics crucial for both the buy-side and sell-side of CTV advertising. It discusses the strategies broadcasters explore to optimize advertising efficiency, such as adjustments in CPMs, ad loads, and programmatic approaches. This year’s guide also looks at the impacts of major events like the Olympics and the U.S. presidential election on CTV advertising spend and strategies.

The benefits of contextual advertising for sell-side

In her contribution to the report, Ria Madrid, Vice President of Advertising Partnerships at Wurl, highlights the transformative potential of new contextual advertising solutions in CTV. She notes that only 30% of advertisers and publishers have full transparency on ad placements, advocating for advanced contextual targeting that aligns ads with the emotional context of content. This approach enhances transparency and ensures ads resonate more deeply with audiences, significantly improving outcomes.

Addressing the competitive CTV market, Ria discusses publishers’ challenge in monetizing content. Introducing nuanced contextual advertising tools, like Wurl’s BrandDiscovery, offers precise targeting down to the scene level, potentially tripling ad performance. By allowing GenAI to provide dynamic, emotion-based targeting, publishers can offer differentiated demand that commands a premium. The shift towards more targeted, addressable demand reflects a pivotal evolution in advertising, preparing the industry for a future where performance-based metrics are visible on CTV.

Keeping vigilant across supply paths

From the buy-side’s perspective, the guide looks at how marketers are using programmatic strategies to manage their CTV ad placements more efficiently, reflecting a shift from the previous reliance on direct deals. Tom Burchill, Senior Director of Monks discusses the expanding capabilities and complexities within the CTV advertising landscape. He notes that the increased inventory allows advertisers greater scale to consistently engage audiences across streaming and traditional programmatic channels like OLV and Display. This scale provides enhanced control over messaging, frequency, and conversion paths, demanding vigilance across diverse supply sources and audience demographics.

Tom emphasizes the importance of aligning deterministic user signals, such as purchase behavior from third-party data, with highly contextual relevance to maximize effectiveness. This approach allows for precise targeting, including innovative methods like emotion targeting, which ensures high-quality, brand-safe advertising across various channels.

It’s an exciting time to be in CTV

As the CTV landscape evolves, staying informed and adaptable is critical to leveraging the full potential of new advertising technologies and strategies. Whether you’re on the buy-side or sell-side, understanding these trends and advancements will enable you to navigate the dynamic market better and optimize your advertising efforts for maximum impact.

If you’d like to talk to the Wurl team about how emotion targeting can work for your business—on the sell-side or the buy-side—you can connect with an expert here.