Where eyeballs go, advertising will quickly follow – and so it is proving with connected TV (CTV). Over 35% of internet users globally are able to watch video content through an internet-connected television – 25% of those via a smart TV device – while CTV penetration has topped one-third of households in the US. Brands are now beginning to pay attention.
Procter & Gamble is one of the major advertisers exploring the possibilities of CTV. Speaking at Innovid’s ‘The Future of TV is Now’ fringe event at Cannes Lions (Cannes, June 2019), Gerry D’Angelo, P&G’s Global Media Director, agreed CTV presents a “huge scaled opportunity” – but warned against the industry becoming overly fixated on the potential for precision targeting.