* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Friday, July 18, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    Theater at Santa Fe’s San Isidro Plaza will be converted into IMAX, family entertainment venue – Santa Fe New Mexican

    Santa Fe’s San Isidro Plaza Theater Transforms into Exciting IMAX Family Entertainment Venue

    B&B Theatres will open massive entertainment complex in Texas – The Business Journals

    B&B Theatres will open massive entertainment complex in Texas – The Business Journals

    Rough times for broadcast networks illustrate changing media landscape – New Haven Register

    Broadcast Networks Confront Turbulent Times in a Rapidly Changing Media Landscape

    Black River Entertainment Adds Traci Hite As Director Of Promotion, Southeast – MusicRow.com

    Black River Entertainment Welcomes Traci Hite as New Director of Southeast Promotion

    Entertainment Business Master’s Grad Launched Nonprofit to Nurture Emerging Artists – Full Sail University

    Entertainment Business Master’s Grad Launched Nonprofit to Nurture Emerging Artists – Full Sail University

    Review: At the Huntington, the New Hollywood String Quartet recalls legendary studio musicians – Los Angeles Times

    Review: At the Huntington, the New Hollywood String Quartet recalls legendary studio musicians – Los Angeles Times

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    A major AI training data set contains millions of examples of personal data – MIT Technology Review

    A major AI training data set contains millions of examples of personal data – MIT Technology Review

    Simpson College to purchase medical simulation technology with grant funds – Iowa Capital Dispatch

    Simpson College to purchase medical simulation technology with grant funds – Iowa Capital Dispatch

    SailGP Technologies officially launches new center of excellence in technology & innovation – Sail-World.com

    SailGP Technologies officially launches new center of excellence in technology & innovation – Sail-World.com

    Victorville’s new gunfire-detecting technology already making strides, city says – NBC Los Angeles

    Victorville’s New Gunfire-Detecting Technology Is Already Making a Difference, City Officials Say

    Guest columnist: China cutting corners on technology – The State Journal

    China’s Rapid Tech Advances Spark Worries About Cutting Corners

    Sentrycs’ Cyber Over RF technology integrated into Rafael’s combat-proven Drone Dome system – Defence Industry Europe

    Sentrycs’ Cyber Over RF Technology Boosts Rafael’s Battle-Tested Drone Dome System

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    Theater at Santa Fe’s San Isidro Plaza will be converted into IMAX, family entertainment venue – Santa Fe New Mexican

    Santa Fe’s San Isidro Plaza Theater Transforms into Exciting IMAX Family Entertainment Venue

    B&B Theatres will open massive entertainment complex in Texas – The Business Journals

    B&B Theatres will open massive entertainment complex in Texas – The Business Journals

    Rough times for broadcast networks illustrate changing media landscape – New Haven Register

    Broadcast Networks Confront Turbulent Times in a Rapidly Changing Media Landscape

    Black River Entertainment Adds Traci Hite As Director Of Promotion, Southeast – MusicRow.com

    Black River Entertainment Welcomes Traci Hite as New Director of Southeast Promotion

    Entertainment Business Master’s Grad Launched Nonprofit to Nurture Emerging Artists – Full Sail University

    Entertainment Business Master’s Grad Launched Nonprofit to Nurture Emerging Artists – Full Sail University

    Review: At the Huntington, the New Hollywood String Quartet recalls legendary studio musicians – Los Angeles Times

    Review: At the Huntington, the New Hollywood String Quartet recalls legendary studio musicians – Los Angeles Times

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    A major AI training data set contains millions of examples of personal data – MIT Technology Review

    A major AI training data set contains millions of examples of personal data – MIT Technology Review

    Simpson College to purchase medical simulation technology with grant funds – Iowa Capital Dispatch

    Simpson College to purchase medical simulation technology with grant funds – Iowa Capital Dispatch

    SailGP Technologies officially launches new center of excellence in technology & innovation – Sail-World.com

    SailGP Technologies officially launches new center of excellence in technology & innovation – Sail-World.com

    Victorville’s new gunfire-detecting technology already making strides, city says – NBC Los Angeles

    Victorville’s New Gunfire-Detecting Technology Is Already Making a Difference, City Officials Say

    Guest columnist: China cutting corners on technology – The State Journal

    China’s Rapid Tech Advances Spark Worries About Cutting Corners

    Sentrycs’ Cyber Over RF technology integrated into Rafael’s combat-proven Drone Dome system – Defence Industry Europe

    Sentrycs’ Cyber Over RF Technology Boosts Rafael’s Battle-Tested Drone Dome System

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home Technology

How brands drive positive attention on CTV

June 12, 2024
in Technology
How brands drive positive attention on CTV
Share on FacebookShare on Twitter

The adage that all publicity is good publicity doesn’t necessarily apply to advertising, especially on connected TV. As a non-skippable environment on the largest screen in the home, CTV offers brands a prime opportunity to meaningfully capture viewers’ attention through ads — while it can also pose a significant risk if not done right.

Attention has often been considered a way of measuring ads’ effectiveness on CTV, but not all attention is created equal. Positive attention on CTV means relevant audiences meaningfully interact with an ad, leading to mental availability, future engagement with the brand and, ultimately, return on investment. Negative attention, on the other hand, does just the opposite, turning viewers actively away from wanting to engage with a brand.

Achieving alignment among ads, CTV programming and the intended audience is necessary to foster positive attention, maintain brand suitability and drive the mental availability that leads to conversions. Yet, CTV’s complex landscape doesn’t make this easy, often preventing advertisers from aligning the tone of their ads with surrounding content.

CTV fragmentation and tech limitations make positive attention challenging

There are three obstacles for advertisers and publishers who want to achieve content-ad-audience alignment to drive positive attention.

The first challenge is fragmentation. In the days of linear-only TV programming, advertisers could evaluate the entire landscape and select programs that fit their audience’s taste and brand ethos. However, CTV delivery mechanisms, platforms and programming are constantly evolving. Connected TV has become more like display advertising; it’s almost impossible for any media buyer to survey the entire landscape. This requires tools that automatically find connections between an advertiser and available inventory.

The second challenge is the availability of tools — or media buying mechanisms — to purchase CTV inventory related to advertising content and appealing to a brand’s ideal audience. Programmatic CTV spend is expected to grow from $21.52 billion in 2023 to $25.34 billion in 2024. TV advertisers are still adapting to programmatic buying methods and testing them to ensure they drive optimal performance.

That leads to the third challenge: understanding the actual context of CTV content and gauging which contextual segments to best optimize toward to drive positive attention and boost performance. Popular forms of contextual targeting, like genre-based targeting, have historically been too broad. Shows get labeled, for example, as comedies or dramas. However, many comedies are dark and many dramas are comedic. The real question is whether an ad makes sense in the context of the episode or even the scene against which it appears.

The digital advertising industry is only cracking the surface of measuring attention in general, meaning how long consumers’ eyes stick to an ad. The nature of attention — positive or negative — and a better understanding of which contextual signals work to skew viewers in either direction represents another opportunity for the industry.

How advertisers drive positive attention by unlocking emotional resonance 

New approaches to contextual advertising on CTV, driven by the advancement of technologies like generative AI, are changing how brands can capture positive attention on the big screen. 

Emotional alignment between an ad and the content an audience consumes is essential in driving positive attention. When an ad matches the audience’s mindset, it feels less like a paid message and more like part of the story they’ve chosen to watch. This connection helps the brand get the audience’s buy-in and puts them in the frame of mind to receive the ad well.

Such alignment is part of what it means to take advantage of the video format in particular. TV ads create experiences around brand, sight, sound and motion — experiences only video can elicit. Video ads don’t need to convince people to feel joy or excitement; they already feel those emotions when they watch TV. Well-aligned ads enhance those feelings instead of disrupting them.

Another consideration is brand suitability, which is easier to ensure with a more detailed understanding of content through emotion. For instance, an advertiser might not want to block all news programming, but they may choose to avoid particularly gruesome topics that elicit negative emotions.

Similarly, an advertiser might not want to avoid ‘The Lion King’ altogether, but they likely don’t want to run an overly happy and lighthearted ad to interrupt the movie right after Mufasa dies. Greater granularity into the content against which an ad will run, including the moment or scene in which it will run, avoids punishing publishers for putting out serious or complex programming while placing ads where they will be best received.

Effective TV advertising comes back to serving the audience

Ultimately, an advertiser’s goal is to craft messages that resonate with audiences on an emotional level and put ads in places that magnify positive emotional associations, not negative ones.

New technology is helping fill the gaps by analyzing amounts of data and content in real-time that would’ve been impossible to crunch previously and finding the optimal place and time for each ad. Generative AI is paving the way, and advertisers must consider emotions and contextual relevance to ensure the attention they’re driving is the right kind.

Sponsored by Wurl

https://digiday.com/?p=547665

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : DigiDay – https://digiday.com/sponsored/how-brands-drive-positive-attention-on-ctv/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss

Tags: brand'sdrivetechnology
Previous Post

Industry vets’ dos and don’ts of Cannes

Next Post

How publishers and media organizations are enhancing email lists for engaged audienced

A major AI training data set contains millions of examples of personal data – MIT Technology Review

A major AI training data set contains millions of examples of personal data – MIT Technology Review

July 18, 2025
Dave Portnoy unites FOX Sports and Barstool with new football, basketball coverage deal – Fox News

Dave Portnoy unites FOX Sports and Barstool with new football, basketball coverage deal – Fox News

July 18, 2025
To see and not be seen: Carangids hide behind sharks to prey on fish – Cattano – 2025 – Ecology – ESA Journals

Mastering the Art of Stealth: How Carangids Turn Sharks into Living Shields to Outsmart Their Prey

July 18, 2025
Science labs move ‘a hammer blow’, says MP – Yahoo

Science labs move ‘a hammer blow’, says MP – Yahoo

July 18, 2025
American science to soon face its largest brain drain in history – Big Think

America’s Science Community Confronts Its Biggest Brain Drain in History

July 18, 2025
Longhorns Daily News: Austin’s fast-paced lifestyle helped inspire former Texas WR Brenen Thompson to transfer to new school – Burnt Orange Nation

Longhorns Daily News: Austin’s fast-paced lifestyle helped inspire former Texas WR Brenen Thompson to transfer to new school – Burnt Orange Nation

July 18, 2025
China’s path to world dominance is being laid by President Trump’s policies, including in Alaska – Alaska Beacon

China’s path to world dominance is being laid by President Trump’s policies, including in Alaska – Alaska Beacon

July 18, 2025
Wall Street’s Big 7 Are Now Bigger Than China’s Entire Economy – MSN

Wall Street’s 7 Biggest Titans Now Outpace the Entire Chinese Economy

July 18, 2025
Bad Bunny, Travis Scott, Saweetie, and All the Songs You Need to Know This Week – Yahoo

Bad Bunny, Travis Scott, Saweetie, and This Week’s Must-Listen Hits

July 18, 2025
‘I just couldn’t stop crying’: How prison affects Black men’s mental health long after they’ve been released – The Conversation

I Just Couldn’t Stop Crying’: The Deep and Lasting Impact of Prison on Black Men’s Mental Health

July 18, 2025

Categories

Archives

July 2025
MTWTFSS
 123456
78910111213
14151617181920
21222324252627
28293031 
« Jun    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (727)
  • Economy (750)
  • Entertainment (21,635)
  • General (15,970)
  • Health (9,788)
  • Lifestyle (758)
  • News (22,149)
  • People (752)
  • Politics (760)
  • Science (15,967)
  • Sports (21,248)
  • Technology (15,733)
  • World (734)

Recent News

A major AI training data set contains millions of examples of personal data – MIT Technology Review

A major AI training data set contains millions of examples of personal data – MIT Technology Review

July 18, 2025
Dave Portnoy unites FOX Sports and Barstool with new football, basketball coverage deal – Fox News

Dave Portnoy unites FOX Sports and Barstool with new football, basketball coverage deal – Fox News

July 18, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version