The mighty torrent of attention economy is not only sweeping digital advertising, but also the TV industry. As a result, consumers are shifting viewership from traditional linear TV (monthly cable subscription etc.) to diverse CTV offerings (*SVOD, AVOD, BVOD, FAST) from new players and platforms in the market, which makes it more difficult than ever for brands and advertisers to reach and connect with fragmented TV audiences across the globe.
CTV (i.e., Connected TV) is the traditional TV set embedded with Internet, which means users can access streaming content and embrace a brand-new TV experience. In recent years, CTV has gained both large scale and wide popularity across the world. In the EU for example, by estimation as of 2023, there are around 6 million CTV users in Sweden, 22 million in Spain, 26 million in Italy, 44 million in the UK, 48 million in France and 52 million in Germany. It is also predicted that in the next five to ten years, CTV will take over the linear TV industry and completely transform the TV landscape and thus, consumer behaviour.
This gives businesses a hint of the potential success that can be unlocked and delivered when CTV meets programmatic advertising. Programmatic advertising is a system that automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps, making it possible to purchase and place ads, including targeted advertising content, in less than a second. When united, Programmatic CTV is the ultimate solution that brings brands and advertisers one step closer to their audience in mind, guaranteeing scalability, relevancy, and efficiency.
From an international perspective, programmatic CTV advertising can benefit brands that are looking to expand to new markets or enhance their current presence across multiple markets. Global brands will be able to utilise the open internet and tailor their audience strategies per country or region, including optimised targeting solutions (affinity targeting, demographics, in-market, TV usage behaviour), data management and activation (third-party data, first-party data and retargeting) and even live event participation.
For instance, a sportswear brand could unlock potential brand awareness and increase brand favourability by working closely with CTV inventory which guarantees exposure towards the right people at the right time of day during the football world cup season. With Programmatic CTV, global brands can combine eye-catching creatives and effective transcreation to capture attention and maximise ad recall.
The International Growth team at Merkle has been working with content localisation partners to conquer language barriers, integrate local cultures and drive reputation uplift for global operating brands. To remain competitive and be at the forefront of the industry, global brands are expected to understand, impress, and retain customers of various markets, connecting with them through emotion and perception, and the best way to do it is through the TV screen.
Lastly, Programmatic CTV advertising is often the final missing piece of the puzzle in delivering highly effective omnichannel campaigns. By bridging the gap between traditional linear TV and digital channels (paid social, paid search etc.), Programmatic CTV complements a wider media strategy for global brands, leading to massive incremental reach and a way out of the “walled garden”. It also aligns with KPIs across the marketing funnel as a critical conversion point amid the consumer purchase journey.
Merkle’s International Growth Team aims to empower brands with innovative strategies. Reach out now and find out how Programmatic CTV advertising can help you increase your share of value in each market.
*SVOD: Subscription video on demand, e.g. Netflix, Disney +
AVOD: ad-funded video on demand, e.g. YouTube, Paramount +
BVOD: broadcast video on demand, e.g. WOW, RTL +
FAST: Free ad-supported streaming TV, e.g. Roku, Samsung TV+
