How to crack the code of awesome CTV ads

Designing high-performing ads for CTV is simpler than it might seem – marketers need only tap into consumers’ desire for entertainment while working within the bounds of the channel, argues Brightline’s director of product design Tim Farrer.

Streaming video ads are rolling out faster than pancakes at Waffle House. More than half of advertisers using connected television (CTV) or over-the-top (OTT) media will increase spending, with an average lift of 22%, according to a new study by Advertiser Perceptions and Premion.

As the market grows more crowded, marketers are under more pressure to stand out. Unfortunately, their default is often to go the old-school route with linear 30-second video spots. But this is like ordering toast for dinner at a Michelin restaurant when the whole menu offers a contemporary selection of interactive, personalized and shoppable add-ons.

Read more on The Drum here.