Connected TV advertising 
                     Connected TV advertising
How to do Connected TV Ads Right: A Guide for 2023 and beyond
From Seychelles to San Francisco, consumers are watching a lot more 
connected TV(CTV). We witnessed a startling increase in on-demand, 
curated content, particularly during the pandemic when people had 
nowhere to go and no access to entertainment. Between 2019 and 2020, 
CTV use increased by 81% year over year. CTV accounts for 50 percent of all 
worldwide video impressions. Nearly all US homes have a CTV, and most 
customers between the ages of 18 and 54 watch streamed content.
Connected TV ad campaigns are the new battle ground for brands and 
advertiser.
CTV is a natural fit for advertising in 2023 and beyond. It captures the 
mindshare of households like the good old days of unskippable TV ads. 
Connected TV ads offer immersive viewing and social experiences to screen-
exhausted audiences. They address the large proportion of viewers who 
favour free, ad-supported content.
• The stage is set. But if there were no difficulties, what fun would that be? Here we will 
talk about:
• The top two trends influencing the growth of smart TV advertisements
• The targeting and measurement challenges that must be overcome for marketers to 
maximise the effectiveness of their connected TV ad campaigns
• Connected TV ads: Top trends and pain points in 2023 and beyond
• Like any brand-new advertising platform, OTT ads have both great promise and 
drawbacks. Let’s dive right into it.
• Trend 1: Privacy-first cookieless future will see brands flocking to CTV advertising
• Don’t worry, we won't be discussing the demise of cookies and advertising here once 
again! OTT advertising has never been dependent on cookies. And that’s why CTV 
advertising is here to stay.
• Google already made the cookie deprecation announcement, and it just extended this 
deadline to 2024. The writing is on the wall; future of advertising will be cookieless.
• Marketers are under pressure to balance customer needs on privacy and 
personalisation simultaneously. They are looking for new platforms which will help 
addressing this. In 2023, the search for such platforms and solutions will reach its 
zenith, paving the way for even more rapid growth of CTV ads

• CTV advertisements are cookieless by design, and this is exactly what will fuel their 
expansion. What's even better is that CTV ads provide marketers the ability to target 
families, which is essential in the cookie-less world.
• CTV targeting roadblocks
• To access streaming content, consumers first buy hardware (think Roku, Apple TV, X-
Box, smart TV, Fire TV, etc.). Then, they download specific streaming apps. 
• When marketers buy connected TV ad inventory, they know which streaming service 
they are buying from. But not which device their ads will be served on. This creates 
challenges in targeting and frequency capping. Repetitive ads annoy disengaged 
customers and there is ad wastage on those who has already purchased.
• To consumers, CTV ads can often feel like the return to the era of linear TV's one-size-
fits-all ads. CTV’s lack of integration with other digital platforms like social media also 
hampers retargeting efforts.
• Tip for marketers: Choose the right identity solution to make the most of contextual 
connected TV ads
• Addressing CTV campaigns, targeting and ad waste challenges requires identity 
solutions built for CTV's advertising capabilities. These solutions should have privacy, 
holistic customer data, and transparency at their core.
• Bonus tip - To make the most of your CTV ad investments, look out for a CTV ad platform 
that:
• Partners with the most prominent apps and publishers to ensure a holistic inventory that 
delivers results
• Recommends targeted genres and specific content within the vast CTV inventory
• Provides platform-specific (traffic, time spent, engagement, top rated content etc.) and 
audience insights (life stage, lifestyle, location, demographics etc.) for a high-impact 
contextual ad plan 
• Offers custom audiences for retargeting even in the siloed media ecosystem
• Request a demo for 9MO for a fresh, hyper-targeted approach to contextual advertising 
on CTV.
• Trend 2: The looming recession will lead to conscious spending on smart TV ads
• Fun fact - when the economy goes south, reduced advertising budgets are the quickest 
and easiest cost-cutting measure. 
• It's simple - you will cut ad spending before laying off your people. Last recession, ad 
spends dropped by double digits. Of course, that was a time of linear, traditional 
advertising and ad measurability was an unknown concept. 

• With ad tech's quantum leap in the last decade, advertisers may not completely stop their 
spending in the upcoming recession. But they will see increased pressure to prove high 
ROAS.
• Though in nascent stages, CTV's programmatic approach and 90% ad completion rates 
due to unskippable ads make it a robust investment. 
• However, there is room for improvements in measurability and attribution. CTV's lack of 
common currency, identifiers, and precision can pose challenges in proving ROI. It 
becomes a bigger problem during recession.
• CTV measurement and attribution roadblocks
• CTV advertisements are uncharted area in terms of measurement and attribution.
• Vanity metrics do exist, but they don't provide actionable performance insights that mean 
business - like store visits and actual purchases. As we discussed earlier, brands also lose 
money in ad duplication.
• CTV ad campaign measurement falls between the unmeasurable linear TV and the 
cookie- and identifier-led precise PC and mobile ad attribution. CTV is fragmented into 
many devices and lacks common identifiers.
• Tip for marketers: Consolidate your connected TV ad measurement and attribution data
• Finding the precise KPI for each campaign is the first step in enhancing CTV 
measurement. For brand awareness campaigns, the ad completion rate, for instance, 
serves as a suitable metric. However, actionable insights like visits to physical or online 
stores make more sense for performance marketing. But how do we get to these sharp 
metrics for OTT ad campaigns?
• Need of the hour for advertiser is to consolidate the data points in CTV measurement 
and attribution. Only in that way can campaign performance be accurately analysed, 
and precise metrics shown.
• Bonus tip - Maximize and prove your CTV ad spend ROI by bringing on a measurement 
partner that:
• Provides quick, sharp, and layered insight on people, households, and devices, so you 
always know who saw your ad 
• Integrates with your most crucial CTV and digital channels, platforms, publishers, and 
networks for privacy-compliant performance data collaboration to optimize campaigns 
in real-time
• Allows you to control ad serving frequency and channel spend optimization to increase 
campaign reach wherever your clients are
• Measure, optimize and prove the ROI of your CTV ads with ease and accuracy. Book 
a demo for 9MO.

• What’s next for connected TV ads?
• CTV is the next big thing for advertisers and marketers, especially those looking for new 
advertising solutions in the post-cookie world. 
• But managing CTV ad investments sustainably and with ROAS means looking beyond the 
obvious. Advertisers must get a real time access on targeting, identity, and attribution. 
Performance oriented and privacy-compliant partners built for CTV can help with this. 
• 9MO is one such partner. With 9MO, global advertisers are pushing the envelope on CTV 
by:
• Accurately targeting individuals and households with people and device data 
consolidation 
• Measuring holistically through relevant integrations with digital-first environments
• Continuously optimizing their campaigns and channel spends to achieve up to 20% 
higher ROAS 
• Staying privacy-compliant with unique identifiers that protect personally identifiable 
information  
• Switch to performance oriented and privacy-compliant partners for CTV advertising
• Book a Demo with 9MO