From Fragmentation to Focus: Elevating Standards in Streaming TV Advertising

Session details:

Streaming TV has transformed consumer viewing habits, but the advertising industry has yet to evolve in step. Despite explosive growth, with US connected TV ad spend projected to reach $26.6 billion this year, advertising investments remain fragmented across siloed teams, leading to inefficiencies and wasted spend. This session will explore the critical shifts advertisers must make to unlock Streaming TV’s potential, from defining KPIs beyond impressions to unifying video teams and prioritising quality standards. Drawing on Ebiquity’s analysis of over $1 billion in streaming ad spend, we’ll reveal actionable strategies to maximise ROI, address frequency and content quality gaps, and adopt television-level thinking for streaming success.