As households replace their traditional analog TVs with internet-enabled smart TVs and streaming devices, the living room has arrived into the digital age. These devices enable viewers to stream content at numbers that rival the reach of linear TV, and content producers — both legacy networks and new digital-first entrants — are creating premium programming for this audience. And it’s some of the best television anyone’s ever seen.
First-mover advantage is a driving force in subscription video on demand (SVOD) services, with Netflix, HBO Now and Disney+ grabbing a majority of subscribers and headlines in the news. However, viewers are hitting a ceiling on subscription spending, creating an opening for ad-supported streaming services like Hulu, Crackle, and the upcoming Peacock, to provide viewers with subsidized or free ad-supported content.
Viewers tuning in to ad-supported streaming networks are driving a huge increase in Connected TV advertising inventory for media buyers. The Trade Desk platform gives advertisers the opportunity to purchase tens of billions of available Connected TV impressions per day, while monthly available Connected TV impressions in the US increased by 9-fold from January 2018 to December 2019.
As the largest independent programmatic platform serving media buyers, The Trade Desk is excited to share data and best practices gleaned during two years of buying Connected TV ads on behalf of clients in its whitepaper, Think Beyond Linear, Think Connected TV.
Download now to learn the following:
- Key consumer insights from our recent YouGov survey of US consumers
- How to use Connected TV to extend the reach of existing linear TV campaigns
- Campaign best practices including targeting, frequency control and spend forecasting
- New key performance indicators enabled by Connected TV’s measurement capabilities