Today we announced a series of partnerships to bolster Beeswax’s abilities in the Connected TV (“CTV”) space. Beeswax customers have been buying connected TV inventory for over a year, and we’ve seen increasing liquidity and inventory over that time. I want to step back from the hype a bit and talk about where this activity is coming from, along with the challenges that remain.
As an advertiser, it is easy to get excited about the connected TV opportunity. After all, this is a medium that has all the attributes of traditional linear television — lean back, living-room viewing, sight, sound and motion — along with programmatic buying technologies.
But there’s more pushing this than just the opportunity.
Marketers face a very real threat in the form of rapidly shrinking traditional TV audiences, especially among younger cohorts.
So for brands hoping to reach these disappearing young audiences, connected TV is not just an opportunity, it is an absolute necessity.
That said, the operational challenges of connected TV are significant, and may take the industry some time to fix. Here’s a quick overview of those challenges along with how Beeswax helps reduce their impact:
Looking forward, we see growth and maturity of connected TV as the business becomes large enough to solve many of the issues holding it back. We’re happy to be investing in this area on behalf of our customers, and please feel free to reach out with your own opinions and ideas.
By The Beeswax TeamRead More