It’s no secret that the way we consume media has changed dramatically in recent years.
With the advent of Connected TV (CTV), Smart TV, and over-the-top (OTT) streaming services like Netflix, Hulu, and Amazon Prime, viewers now have the freedom to watch whatever they want, whenever they want.
Traditional linear television is in decline, and the advertising world is quickly adapting.
According to Insider Intelligence, advertisers in the United States alone are on pace to spend $21.16 billion on CTV ads in 2022, a 23% increase from 2021.
With this in mind, choosing the right ad monetization solution is one of the most significant business decisions a CTV publisher can make.
In this article, we will explain the importance of CTV and what publishers can do in order to choose the best possible CTV monetization solution.
Why is CTV Important for Online Publishers?
CTV offers a wealth of opportunities for online publishers. First, CTV provides publishers with another avenue through which they can reach their target audience.
This is especially important for cord-cutters and cord-nevers, i.e. people who have cancelled their cable or satellite subscriptions in favor of streaming content online and people who have never had a cable or satellite subscription in the first place.
Second, CTV offers a more immersive viewing experience that can lead to higher levels of engagement and brand loyalty.
Finally, CTV opens up new monetization opportunities in the form of connected TV advertising.
Choosing the Right CTV Monetization Solution: The Challenge
CTV ad monetization is a relatively new field, so unlike website monetization, there isn’t a plethora of well-established companies that offer CTV monetization solutions.
What has remained the same, however, are the advertisers. Advertisers are seeking to capitalize on the growing CTV market and have quickly adapted.
So while CTV monetization is still in its relative infancy, advertisers are already prepared and enthusiastically waiting to have their ads displayed on as many CTV channels as possible.
The challenge for CTV publishers is accessing all of these advertisers, which would lead to increased competition and higher revenues. And that’s where Google comes in.
Harnessing Google’s CTV Ad Inventory
It’s public knowledge that Google’s ad inventory is second to none. The tech giant continues to operate the world’s largest ad exchange and dominate the online advertising market, and it is no different for CTV.
What is unique about CTV, however, is that Google arrived a little late to the game. It was only in 2022 that Google awarded its first CTV monetization product to Adnimation, a leading adtech company that has since utilized the product to monetize more than 1,000 CTV apps and channels.
Fast-forward to present day and still only a handful of companies are privy to Google’s CTV monetization product with others eagerly waiting to gain access.
As a publisher, working with a monetization company like Adnimation that has access to Google’s vast inventory should be a top priority as it allows for increased competition and yields significantly higher revenues.
Feel free to get in touch with our team today and learn how we can help boost your CTV ad revenue through Google’s exclusive monetization product.