When we dive into the world of connected TV (CTV) advertising, we discover a landscape as mysterious and intriguing as the hit TV show NCIS.
Just as NCIS agents solve complex cases with wit and strategy, CTV advertisers must dispel myths and
navigate intricate challenges.
Let's explore seven ways in which CTV advertising mirrors the world of NCIS.
1. The Identity Dilemma: IP Addresses vs. Cookies
In the world of NCIS, tracking down criminals can be challenging, much like identifying users in CTV advertising. Some might think CTV doesn't have a cookie problem, but it faces an identity issue through IP addresses.
Just as the IP address serves as CTV's identifier, it's become vulnerable in the face of privacy regulations and limitations imposed by tech
giants like Apple and Google.
The IP address may be CTV's version of the cookie, but with increasing regulatory scrutiny, advertisers are urged to explore alternatives like contextual targeting and first-party data.
2. Myth of Premium CTV Inventory
Like a classified case in NCIS, the myth that premium CTV ad inventory isn't sold programmatically is a puzzle to be unraveled.
TV networks and streaming platforms offer top-tier CTV inventory for programmatic purchase, often through programmatic guaranteed (PG) and private marketplace (PMP)
deals.
But even the most premium inventory sometimes ends up in the programmatic open auction, defying expectations and adding an element of unpredictability.
3. Ad Viewability: More than Meets the Eye
Just as NCIS agents uncover hidden truths, advertisers must delve into the issue of ad viewability in CTV. While CTV ads usually occupy the entire screen, they can run in situations where they remain unseen. DoubleVerify revealed that in some cases, CTV content continues to play even after the TV is turned off, reminiscent of web pages running in the background. This issue challenges the notion of CTV's infallible viewability.
4. The Transparency Conundrum
Just as NCIS seeks transparency in investigations, CTV advertisers desire more transparency in their campaigns. Traditional TV allows advertisers to know the exact show carrying an ad, but CTV often provides limited insights. This transparency gap isn't
due to technical limitations but rather a need for partners to standardize information-sharing in bid streams.
5. CTV vs. OTT: A Terminological Mystery
In the world of NCIS, precision in terminology is crucial, and the same applies to CTV advertising. Confusion arises
when people use CTV and OTT interchangeably. However, they are distinct terms. CTV refers to the device, while OTT describes the method of content delivery. It's time to retire OTT and embrace the more straightforward term: "streaming."
6. The Pricey Inventory Illusion
Much like investigating a costly crime scene, advertisers may be surprised by the price of CTV inventory. Contrary to expectations, CTV inventory can be as expensive as traditional TV. With average CPMs in the mid-$20s, it rivals linear TV pricing, challenging the notion of affordable CTV advertising.
7. Tracking Challenges: No Cookies, No Easy
Solution
Just as NCIS agents adapt to evolving cases, advertisers must navigate the unique tracking challenges of CTV. While it lacks cookies, advertisers can link CTV campaigns to other devices on the same internet connection through IP addresses. However, this approach faces obstacles, as platforms like Roku restrict IP address collection, limiting tracking options.
The world of CTV advertising is like an ever-evolving episode of NCIS, filled with mysteries, surprises, and challenges. To succeed, advertisers must embrace the complexity, dispel myths, and adapt to the dynamic landscape of CTV. Just as NCIS agents rely on wit and strategy to crack cases, CTV advertisers need creativity and innovation to thrive in this enigmatic realm.