Good morning, Marketers, is it time to invest in CTV advertising?  

With more inventory to advertise across and better tools to target and measure performance, connected TV (CTV) advertising beats traditional TV in just about every way. CTV – which includes over the top (OTT) streaming services like YouTube TV, Netflix, and Hulu – has been growing steadily for years. Now, COVID-19 has accelerated that growth, transforming TV advertising into an addressable medium with the ability to precision-target any audience at any scale. CEO Frost Prioleau points to his own platform as evidence of the industry’s growth: “We’ve run over 20,000 CTV campaigns for more than 5,900 unique advertisers so far in 2020.” That’s 43% year over year growth in the number of campaigns and a 17% increase in advertisers. 

CTV’s ability to target and segment addressable audiences using household and behavioral is an attractive draw for advertisers – but even more so is the rich attribution that comes with it. “They come for the targeting and stay for the attribution,” Prioleau said. Advertisers, especially brands, like CTV because it offers the potential visual and emotional impact of television with the measurability of digital media.

Keep scrolling for more, including news on Snapchat’s new ‘Snap Minis.’ 

Taylor Peterson,
Deputy Editor


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Social Shorts

Snap Minis start rolling out

Snapchat has released the first set of mini apps on the platform. The lightweight HTML apps “are designed to improve engagement among users by enabling them to perform a range of additional tasks without leaving the Snap app,” TechCrunch reported.

The initial apps are Headspace for mediation, Flashcards for studying with friends, Prediction Master for messaging and Let’s Do It, developed by Snap to allow users to make decisions with their friends.

Why we care. The mini apps are available within Snapchat’s Chat section and are part of a strategy to beef up engagement among the app’s 229 million daily users who represent roughly 90% of 13 to 24 year-olds in the U.S. More engagement means a more enticing environment for brands and advertisers. Last week, Snapchat debuted brand pages that give brands a home base, similar to other social networks.  

More in social news…


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Inside the Federal Trade Commission’s Facebook probe – Axios

What brands need to know about the role of comms post-Covid-19 – The Drum

Tech companies are ‘scrambling’ after the EU’s top court shot down the EU-US Privacy Shield – Protocol

With Many In-person Events Not Returning Until at Least 2021, Virtual Offerings Remain Key for Media Companies – WWD

Singapore-based marketing SaaS startup Insider gets $32 million to enter the US – TechCrunch