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Navigating Fragmentation in the TV and CTV Space


No oneís keen on the idea of shelling out more for the same TV content across different platforms, be it through the latest streaming service or their traditional pay-TV package. Itís a dilemma thatís becoming all too familiar for viewers navigating the increasingly fragmented landscape of television today. But how does one begin to untangle this web of duplicative content, from sports to the latest binge-worthy series?

Read the coverage in TVRev.

The fragmentation of the TV and advertising landscapes presents a complex puzzle for both consumers and advertisers. Consumers face the challenge of potentially paying for the same content multiple times across different platforms, a frustrating aspect of todayís content distribution maze.†

For advertisers, the shift from linear TV to Connected TV (CTV) demands a reevaluation of traditional strategies, as they must now capture the attention of audiences scattered across an array of platforms.

Consider, for instance, the sports broadcasting landscape, which has become a source of confusion and frustration for fans worldwide. An IRIS-powered survey reveals that 59% of sports fans globally encounter at least one barrier when trying to access their favorite sports content. Notably, 30% of these viewers struggle with identifying the correct channel for a game or event, while 28% are uncertain about which platform to turn to for their sports viewing. This confusion is emblematic of the broader challenges faced in the fragmented TV and advertising landscapes.†

Even for those consuming content on non-subscription services with free streaming content (FAST), the sheer number of FAST platformsómore than 22 in the USómeans viewers might remain unaware of much of it. With the top 12 platforms offering over 3,600 channels, the issue of channel duplication is significant. However, this also means thereís a continual influx of new platforms and channels, each providing unique content, thereby complicating the landscape further for advertisers aiming to achieve broad reach and consistency in their messaging.

The fragmentation extends beyond the inconvenience it poses to consumers; it also significantly impacts advertisers. With audiences distributed across numerous platforms, advertisers face the challenge of effectively reaching their audiences.

The landscape of Connected TV (CTV), encompassing smart TVs, streaming devices, and gaming consoles, is marked by a variety of operating systems, including Roku, Amazon Fire TV, Android TV, and Apple TV. This diversity adds a layer of complexity for brands and marketers striving to effectively navigate the advertising space. The disparate nature of these operating systems complicates the task of creating and distributing advertisements that achieve uniform effectiveness across all platforms.

This fragmentation makes it imperative for advertisers to adopt more sophisticated targeting and measurement strategies. It drives the need for innovative solutions that can ensure the maintenance of campaign effectiveness despite the challenges. By navigating these complexities, advertisers can leverage the unique opportunities presented by the diverse CTV ecosystem to reach their target audiences at scale.

Teadsí CTV Solution for Advertisers

In response to these challenges, Teads offers a suite of solutions tailored to the CTV environment. By introducing CTV Native ad experiences across leading OEMs and CTV video in premium environments, Teads enables advertisers to connect with viewers at scale, largely bypassing the fragmentation issue. This approach ensures a seamless and immersive advertising experience that resonates with audiences.

Rooted in video advertising, Teads has expanded its reach into Connected TV, emphasizing high-attention, premium content environments.†

How to reach quality audiences at scale:†

  • CTV Native Homescreen Ad Experiences: This advertising model offers promotional content directly on the home screen of smart TVs from manufacturers such as LG and Hisense, guaranteeing prominent visibility and engagement at the heart of the living room. It features high-impact creative messaging that commands audience attention as a first touch-point during content discovery, in a subtle way that doesnít disrupt the user experience, regardless of whether they are using ad-supported or free network services.
  • CTV Video in Premium Environments: Teads enables the placement of video ads within premium content streams, ensuring ads are viewed in a high-quality context. This boosts the likelihood of viewer engagement and action, aligning ads with premium content to enhance their perceived value.

Plus, Teads advanced contextual targeting solutions, utilizing bidstream content data from publishers to deliver ads that are relevant and effective, without relying on ID-based targeting. This privacy-first, content-genre-based approach allows advertisers to reach consumers more precisely, enhancing the relevance and impact of their messaging.

As the TV industry evolves, Teads leads with innovative advertising solutions that address fragmentation challenges.†

Download Teads Omnichannel 1-Sheet for more information.

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