Car is the next big ‘untapped’ opportunity in CTV, says TiVo

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Advertisers and content producers need to take advantage of the “untapped” opportunity in car manufacturers as connected TV moves into this space, TiVo suggested.

In conversation with The Media Leader, Chris Kleinschmidt, the company’s vice-president of connected TV advertising sales, said: “Think about how many times or how many hours in a day can a brand or content producer reach a customer.

“This is a new opportunity. Historically, it used to be radio. This is now a visual element to reach audiences in a safe way.”

For content makers, it’s about finding what will resonate best in that environment. Pointing out that EV drivers are typically charging — and therefore stationary — for 20-30 minutes, Kleinschmidt asked: “Is that a 20- to 30-minute piece of content or is it a bunch of snackable content that’s going to add up to 20, 30 minutes?”

While users are unlikely to watch a film, as autonomous driving develops, movies could gain in popularity if drivers are stuck in traffic for an hour or more.

All of this means developments in this area will create a “brand new ecosystem” that advertisers will have the opportunity to get involved in.

“How does everybody make sense of this?” he asked. “How do you address the short term or think about the long-term opportunities?”

Kleinschmidt was speaking at Connected TV World Summit in March.

Watch the full interview