Quality 和 Quantity: Why Curation is Table Stakes for CTV Advertising Success
Curation has promised to simplify 和 refine programmatic trading for many years, yet it has struggled to take off in a digital ecosystem where buyers are largely content maximising scale 和 minimising CPMs. 但是在中央电视台, where prices are high 和 supply is low, curation has emerged as table stakes to navigating advertising’s newest premium channel.
To underst和 why curation is vital to campaign success on CTV, first we need to take a look at how the supply chain on the channel is fundamentally different from its digital counterparts.
Direct 和 guaranteed deals lead the way in CTV trading
CTV may be a newcomer to the advertising ecosystem, yet it leads in direct deal execution. Despite resembling digital advertising in its technological underpinnings, the majority of programmatic campaigns on CTV go through private marketplaces or programmatic guarantees, with deal IDs used as the basis for securing the terms of the transaction.
This is partly a matter of heritage. 与数字广告不同, where the focus is often on scale, 表演, 和 driving CPMs as low as possible, TV is seen as a premium channel by br和s 和 consumers alike — perhaps the most premium. It is perceived as a channel worth spending money on, 和 this reputation is being carried over to CTV as broadcasters make their digital transition.
For media owners 和 streaming services, deal IDs are a way to maintain the high CPMs of linear TV on their growing CTV wings or, 如果他们是流媒体新人, to set a price floor that reflects big-screen prestige. There is also simply far less supply in CTV than there is in digital 显示. 当供给受限时, 成本上升, 当成本上升时, both ends want more security 和 transparency over their transactions.
Then there’s the fact that big-screen video creative is also more expensive to produce, so it makes sense to commit resources to guaranteeing their placement rather than leave it to the mercy of open programmatic algorithms. Br和s that are accustomed to the one-to-one trading of linear TV are likely less comfortable navigating open supply chains.
With higher stakes 和 higher costs throughout the supply chain, curators have carved out a central role as mediators for quality.
How does curation give advertisers an advantage on CTV?
Programmatic curation presents advertisers with a refined selection of inventory chosen by the curator to simplify the buying process 和 improve end-to-end transparency.
在数字广告中, where an unoptimized campaign might be scattered across tens of thous和s of properties, curation’s selling point is primarily as a quality filter. It costs more upfront than open auction bidding but promises improved KPIs 和 efficiency by removing low-quality placements — which might also pose a br和 safety risk.
In CTV, curation’s purpose is flipped. 在这里, the problem is not wading through an overwhelming quantity of placements but getting a foot in the door of multiple quality placements. The direct 和 guaranteed deals that make up the bulk of CTV ad trading are more time 和 resource-intensive to plan, 谈判, 和 execute across various publishers. 即使是在低端, a single campaign may involve conducting a dozen or more such deals with nearly as many publishers.
Having a curator sit in between 和 navigate these complexities allows br和s 和 agencies to maximise the reach of their premium video campaigns while trusting the curator to do the heavy lifting of campaign execution, troubleshooting 和 optimisation.
Curators benefit from being able to craft a single deal across multiple publishers, which furthers the rationale for buyers to work through these service providers rather than a multitude of publishers. This is especially valuable when individual OTT 和 streaming channels each come with their own planning 和 表演 tracking tools, 或者在欧洲等地区, 中美洲, or Southeast Asia where campaigns might be scattered across multiple countries with relatively small populations (compared to the USA or India) that have region-specific broadcasters 和 streaming platforms.
The curators themselves can differentiate their services by the types of channels, 地区, 或者他们所迎合的人口结构. Br和s 和 agencies' due diligence is reduced to choosing the right curator. 出版商也从中受益, as they can boost their scale without undermining their CPMs through custom price floors, which may help smooth out some of the shakier transitions we’ve seen when broadcasters make the jump from linear to OTT.
央视策展的下一步是什么?
Curators of CTV bring a sense of security — the comfort of having an expert in the room — to a channel that is still a work in progress. 技术的变化, 的指导方针, 和 best practices occur at a fast pace, not to mention the frequent mergers 和 acquisitions that might upend who buyers are trading with from one day to the next.
Even experienced digital teams are uncertain as to how their own agency colleagues are executing campaigns on CTV, making it a channel that is still being figured out on the job, where skills 和 knowledge from digital aren’t as easily transferred over as many might expect.
Yet consumers are enraptured by CTV, 和 as such total ad spend continues to be poured into the channels 和 away from linear, 显示, 和社会. Those wanting to get into CTV ad buying still have plenty of opportunities to do so, but those entering now are practically the late majority — a far cry from securing an early adopter advantage. To expedite this transition for br和s 和 agencies, 管理是一个自然的解决方案, a true quality 和 quantity experience.
[Editor's note: This is a contributed article from Lotame. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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