Streaming television presents an immense opportunity for marketers, both globally and here in the Middle East.
Television as we once knew it has changed forever. The seismic shift sparked by data-driven technology, particularly connected TV (CTV), is driving a profound change in television advertising.
Streaming television presents an immense opportunity for marketers, both globally and here in the Middle East. However, it requires a major overhaul to create a healthier and competitive ecosystem that fosters growth. In this evolving environment, I am personally excited to see the advertising industry addressing much-needed changes to benefit consumers, publishers and advertisers alike. Major advances in streaming TV and its operating systems (OS) include a more engaging user experience, with more intuitive cross-platform content discovery, enhanced personalisation and an improved ad experience.
Locally, 65% of UAE residents watch streaming content daily. Our survey highlights a shift toward CTV, as streaming content accounts for an average 11% of weekly time spent. In fact, UAE respondents claim they spend more time streaming per week than they do on most social media channels. The switch in viewing habits is a rising consumer trend resulting from the growth of streaming platforms and the availability of diverse content offerings in the region.
While consumers now spend most of their time outside the walled gardens of Big Tech and favouring the best of the open internet, often in highly engaged channels such as streaming TV and digital audio, this shift isn’t necessarily reflected in advertising spend, which is a significant missed opportunity.
A major part of this depends on publishers providing open access, simplifying programmatic buying and ensuring transparency in reporting. Viewers across the globe are increasingly watching TV through streaming devices rather than traditional cable. All major streaming services now offer ad-supported options, and more of those ad impressions than ever are being transacted programmatically. As audiences gravitate to streaming, it’s imperative that advertisers find their audiences with precision and put as much of their campaign spend to work as possible.
Programmatic advertising on CTV offers brands access to brand-safe premium content at scale in a way that’s more addressable, transparent and measurable than anything ever offered. When combined with omnichannel capabilities and data sources such as retail data, this creates a scaled, premium alternative to the cheap reach dynamics of YouTube.
CTV is driving much-needed change across the advertising landscape, and as a result, broadcasters are fostering tech partnerships that fuel flexible, data-driven TV buying. The future of TV advertising is reshaped by connected TV, fostering a more open and collaborative ecosystem that benefits all stakeholders. By simplifying programmatic buying, enhancing transparency and minimising inefficiencies in the supply chain, advertisers can accurately value their impressions and reach relevant audiences with greater precision, and publishers can improve their yields.
CTV is not just transforming how we watch TV, it is redefining the advertising landscape to be more efficient, addressable and consumer-focused.
Terry Kane is Managing Director MEA, The Trade Desk.
