Streaming Television: A Transformative Opportunity for Marketers

Streaming television offers significant potential for marketers, both globally and in the Middle East. The traditional television landscape has undergone a permanent transformation, driven by data-centric technologies, particularly connected TV (CTV), which is reshaping television advertising.

While streaming television creates vast opportunities, it necessitates a comprehensive restructuring to cultivate a healthier and more competitive ecosystem that encourages growth. In this dynamic landscape, I am eager to witness the advertising sector implementing essential changes that will benefit consumers, publishers, and advertisers alike. Key advancements in streaming TV and its operating systems (OS) include a more engaging user experience, intuitive cross-platform content discovery, enhanced personalization, and an improved advertising experience.

In the UAE, 65% of residents engage with streaming content daily. Our survey indicates a notable shift towards CTV, with streaming content comprising an average of 11% of weekly viewing time. Notably, UAE respondents report spending more time streaming each week than on most social media platforms. This change in viewing habits reflects a growing consumer trend fueled by the rise of streaming platforms and the availability of diverse content in the region.

Despite consumers increasingly spending their time outside the confines of major tech companies and favoring the open internet—often engaging with channels like streaming TV and digital audio—this shift is not yet mirrored in advertising expenditures, representing a significant missed opportunity.

A crucial aspect of this evolution relies on publishers offering open access, simplifying programmatic buying, and ensuring transparency in reporting. Globally, viewers are increasingly opting for streaming devices over traditional cable. All major streaming services now provide ad-supported options, and a growing number of these ad impressions are being transacted programmatically. As audiences continue to gravitate towards streaming, it is essential for advertisers to precisely target their audiences and maximize their campaign spending.

Programmatic advertising on CTV grants brands access to premium, brand-safe content at scale, in a manner that is more addressable, transparent, and measurable than ever before. When combined with omnichannel capabilities and data sources like retail data, this creates a premium alternative to the cost-effective reach dynamics of platforms like YouTube.

CTV is instigating necessary changes within the advertising landscape, prompting broadcasters to establish tech partnerships that enhance flexible, data-driven TV buying. The future of TV advertising is being redefined by connected TV, fostering a more open and collaborative ecosystem that benefits all stakeholders. By streamlining programmatic buying, enhancing transparency, and reducing inefficiencies in the supply chain, advertisers can accurately assess the value of their impressions and reach relevant audiences with greater precision, while publishers can optimize their yields.

Connected TV is not only transforming our viewing habits but is also redefining the advertising landscape to be more efficient, addressable, and consumer-focused.

Terry Kane is Managing Director MEA, The Trade Desk.

Person

Terry Kane

Company Names

The Trade Desk, OSNtv, Synamedia, YouTube, Amagi, Applicaster, AdArabia

Titles

Connected TV advertising services, CTV platforms, video distribution and monetisation, media sales representative, Prediction VI, Media and Entertainment Industry Trends to Watch for in 2024

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