Interactivity is the missing part of CTV ecosystem

Partner content

How do you increase the pool of advertisers on connected TV (CTV)? That is the key challenge for the industry, according to Xavier Leclercq, vice-president of business development at Broadpeak.

Currently, most brands advertise on TV for brand awareness, Leclercq explained, whereas platforms such as YouTube and Meta are able to attract a much larger pool of advertisers because of their more niche content.

So “the next step in the game of advertising”, he pointed out, is interactivity — the missing part in today’s system. That includes bringing shoppability to CTV.

Leclercq asked: “The question is: how do we realise the potential of CTV?”

Find out more in the full interview:

The interview was recorded at Connected TV World Summit this month.