While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
Staying put is what’s best for reducing the spread of the COVID-19, but home bound consumers are having an immediate impact on brands. Marketers now have to reduce spending while continuing to engage buyers. How can businesses support their brands and make money in such uncharted waters?