Talks With Teads | Campaign Magazine on CTV, Creative Excellence, and AI

Connected TV (CTV) and Market Dynamics

• The CTV space is experiencing significant change. Established broadcasters are also making strides, leading to exciting developments in the market. Teads’ upcoming annual study in the UK highlights the growth of both ad-supported and non-ad-supported streaming, underscoring the need for seamless buying experiences across platforms. One of the main challenges in the CTV space is the need for collaboration between broadcasters and seamless buying across different platforms. As linear TV becomes more expensive, CTV’s attractive CPMs present opportunities but also require brands and agencies to effectively join up audiences.

Data and Smarter Buys

• The data available from CTV allows for smarter buys, akin to digital advertising, but on the largest screen in the home. The need for collaboration is critical in leveraging this data to make CTV buys more efficient and effective.

Evolving Standards in Creative Excellence

• Maisie emphasized the importance of improving the standards of creative work in the industry. Over the past decade, there has been a noticeable decline in the quality of creative work. The goal is to elevate these standards while utilizing data and targeting opportunities to fuel more creativity and human-centric storytelling.

AI and Creative Optimization

• The role of AI in the industry is to handle processing tasks, freeing up human creativity for more elaborate and impactful work. It’s about using AI to optimize and make content more relevant, enhancing both the creative process and the storytelling aspect.