2025 is a “transformative moment” for connected TV (CTV) as the quality of free ad-supported TV (FAST) improves, its barrier to entry remains lower than linear and CTV becomes a full-funnel channel.
Ryah Afshar, LG Ad Solutions’ vice-president, publishers and platforms, international, spoke to The Media Leader at Connected TV World Summit in March about the current state of CTV.
“We’ve seen publishers really embrace the power that CTV can do for them in terms of new revenue streams, distribution deals — and that presents opportunities for advertisers,” he said.
One reason is the rising popularity of FAST, as it offers a similar “lean back” experience to linear and the quality of these channels has risen significantly across Europe.
LG Channels, for example, recently signed an exclusive partnership to broadcast DriveTribe, Richard Hammond’s automotive channel.
Meanwhile, noting that some audiences cannot be reached on linear, Afshar pointed out that the barrier to entry is lower for CTV and, through its benefits of measurement and targeting, it can “enhance the experience for advertisers”.
These same benefits also mean CTV has increasingly become a full-funnel channel. “Brands can now use it for call to action, measure ROI,” he pointed out.
Looking ahead, Afshar also shared his thoughts on what the future of CTV holds, highlighting the increasing use of the home screen for advertisers.
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.AcceptPrivacy policy
