CTV is lowering the barriers to entry for brands to advertise on TV, says Ryan Afshar, Head of Publishers & Programmatic Platforms at LG Ad Solutions. Combined with the targeting and measurement capabilities of CTV, this presents an opportunity to attract advertisers currently spending on social media.
At the same time, the smart TV is playing a growing role for advertisers, with viewers spending an average 11 minutes looking for content to watch. Afshar says this makes the smart TV home screen “prime real estate” for a brand or content owner to serve their message or content to a highly engaged viewer.
In this video interview, Afshar also explains the role of the OEM in the CTV ecosystem, simultaneously serving the viewer, content owner and advertiser. Filmed at VideoWeek Cologne 2024.
