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Share on XThe digital advertising landscape is undergoing a monumental shift with the rapid rise of Connected TV (CTV). As viewers increasingly move from traditional linear TV to streaming platforms, advertisers are uncovering new opportunities and challenges. At the heart of this transformation is show-level data — granular insights that offer advertisers a clearer view of the content landscape, enabling them to make smarter, safer, and more strategic decisions about their ad placements.
A recent The Mind On The Stream study by Integral Ad Science (IAS), in partnership with Neuro-Insight, revealed that ads aligned with the content viewers are consuming significantly enhance engagement, boosting ad memorability, brand impact, and key performance metrics. Specifically, brand impact increases by 14% when ads align with tone, 39% when they align with context, and an impressive 49% when both are matched, highlighting the value that show-level data can deliver.
Connected TV is changing how we consume media
Connected TV is reshaping the way we consume media. These devices allow users to stream content directly from various platforms, and their adoption has surged. In the first half of 2024, U.S. households consumed a record amount of over-the-top (OTT) content, resulting in a 40% increase from 2023. This shift underscores how the rise in OTT content consumption is directly fueling the growing dominance of CTV as the preferred platform for streaming media.
eMarketer underscores this growth, projecting that CTV ad spending in the U.S. will expand from $28.75 billion in this year to $44.32 billion by 2028. Despite a gradual deceleration in growth rate, the overall outlook for the sector remains robust. This rapid evolution in viewer behavior necessitates a deeper understanding of the content landscape — and that’s where show-level data comes into play.
Unlocking the potential of show-level data
Show-level data on CTV provides advertisers with unprecedented granularity, offering deep insights into individual shows — including audience demographics, engagement metrics, and content themes. In a landscape where 99 million U.S. households are streaming OTT content, these insights are essential for navigating a crowded and competitive market. This data empowers advertisers to place their ads in the most relevant and brand-safe environments, such as Hulu, YouTube, and Amazon, platforms generating billions in ad revenue.
IAS is at the forefront of harnessing show-level data to enhance CTV advertising. Our industry-leading solution, Total Media Quality for CTV Brand Safety and Suitability, provides advanced Multimedia Classification technology to deliver video-level brand safety and suitability reporting, fully aligned with industry standards. IAS is well positioned to help advertisers achieve transparency in their CTV buys and navigate challenges that have historically hindered it, including barriers like the Video Privacy Protection Act.
How show-level data on Connected TV works
When it comes to brand safety on Connected TV, not all solutions are created equal. IAS offers the industry’s first and only video-level brand suitability measurement for CTV, using advanced machine learning to analyze each video at the frame-by- frame level, ensuring the highest standards of brand safety and suitability. This meticulous approach ensures that no moment goes unchecked — capturing potentially problematic content, like violence, sexual themes, or other material that brands would prefer to avoid.
Our frame-by-frame analysis provides a deeper understanding of content, giving advertisers the confidence to place their ads in the right context. By integrating these contextual insights, IAS ensures that ads are not only brand-safe but also placed in environments that are highly relevant, reaching the right audience at the right time. This results in more meaningful connections, higher engagement, and better overall campaign performance.
Optimizing audience targeting
Show-level data on CTV enhances audience targeting strategies by providing insights into how specific content impacts viewer engagement, helping advertisers create more effective content that attracts their target audience. These insights allow for more precise ad placements and more meaningful results. As the CTV market diversifies, precise targeting becomes increasingly essential.
Imagine starting with a wide lens, capturing everything in view, and then zooming in to focus on exactly what matters; show-level data enables advertisers to reach the most relevant audiences with a powerful combination of precision and scale. Instead of wasting ad dollars on broad and imprecise placements, brands can now strategically align their messages with audiences who are most likely to engage, driving deeper connections and maximizing the impact of every ad dollar spent. This level of precision is not just about efficiency — it’s about transforming how advertisers interact with their audiences in the dynamic CTV landscape.
Measuring engagement and effectiveness
Beyond brand safety and targeting, show-level data provides a robust framework for measuring engagement and ad effectiveness. Traditional metrics are now complemented by more nuanced data points, such as viewer sentiment, social media interactions, and completion rates. This comprehensive view allows advertisers to measure the true impact of their ads and fine-tune their strategies for maximum effectiveness.
The future of CTV advertising
CTV advertising is set for dynamic growth and innovation. With streaming platforms increasingly vying for viewer attention, the focus will shift toward original content and franchise-based shows. In 2024, all of the top 10 streaming programs were based on existing franchises, demonstrating the power of leveraging known IP to engage audiences
Simultaneously, the rise of ad-supported streaming services presents new opportunities for advertisers to reach audiences across multiple screens, emphasizing the importance of show-level data in crafting effective cross-channel strategies.
As the digital ecosystem continues to evolve, embracing transparency and a data-driven approach will be vital not only for advertisers striving to maintain brand integrity and achieve their marketing objectives, but also for publishers seeking to build trust, showcase the value of their inventory, and drive long-term revenue growth. The future of advertising lies in these detailed, actionable insights, with show-level data at the forefront of this transformation.
IAS is forging the future of CTV
IAS’s commitment to innovation is evident in our groundbreaking solutions for CTV. We are the first in the industry to enable advertisers to measure brand safety and suitability of their digital media investments through our advanced AI technology, analyzing every frame for the most accurate and precise detection of unsuitable content. IAS is going even further with the recent expansion of our AI-driven Total Media Quality for YouTube, now offering brand safety and suitability measurement specifically designed to detect and address misinformation.
Moreover, with Publica by IAS, we’re enhancing CTV ad strategies by integrating our industry-leading brand safety and suitability solutions with Publica’s advanced CTV ad-serving technology. Publica’s platform provides valuable insights into viewer behavior and content engagement, allowing for even more targeted and impactful ad placements.
By integrating IAS’s show-level data capabilities with Publica’s tools, such as the Brands Dashboard, which offers a transparent view of advertiser activities across different SSPs, we empower advertisers to optimize their campaigns, improve ROI, and confidently reach their ideal audiences in a brand-safe environment.
Ready to elevate your CTV strategy?
Let IAS help you connect with your audience in smarter, more meaningful ways. Reach out to us today and discover how our solutions can drive superior results for your business.
