The fragmentation of the TV and advertising landscapes presents a complex puzzle for both consumers and advertisers. Consumers face the challenge of potentially paying for the same content multiple times across different platforms, a frustrating aspect of today's content distribution maze. A study from Teads revealed that for advertisers, the shift from linear TV to Connected TV (CTV) demands a reevaluation of traditional strategies, as they must now capture the attention of audiences scattered across an array of platforms.
For instance, an IRIS-powered survey revealed that 59% of sports fans globally encounter at least one barrier when trying to access their favorite sports content. Notably, 30% of these viewers struggle with identifying the correct channel for a game or event, while 28% are uncertain about which platform to turn to for their sports viewing. This confusion is emblematic of the broader challenges faced in the fragmented TV and advertising landscapes.
Even for those consuming content on non-subscription services with free streaming content (FAST), the sheer number of FAST platforms—more than 22 in the U.S.—means viewers might remain unaware of much of it. With the top 12 platforms offering over 3,600 channels, the issue of channel duplication is significant. However, this also means there's a continual influx of new platforms and channels, each providing unique content, thereby complicating the landscape further for advertisers aiming to achieve broad reach and consistency in their messaging.
The fragmentation extends beyond the inconvenience it poses to consumers; it also significantly impacts advertisers. With audiences distributed across numerous platforms, advertisers face the challenge of effectively reaching their audiences.
The landscape of Connected TV (CTV), encompassing smart TVs, streaming devices, and gaming consoles, is marked by a variety of operating systems, including Roku, Amazon Fire TV, Android TV, and Apple TV. This diversity adds a layer of complexity for brands and marketers striving to effectively navigate the advertising space. The disparate nature of these operating systems complicates the task of creating and distributing advertisements that achieve uniform effectiveness across all platforms.
This fragmentation makes it imperative for advertisers to adopt more sophisticated targeting and measurement strategies. It drives the need for innovative solutions that can ensure the maintenance of campaign effectiveness despite the challenges. By navigating these complexities, advertisers can leverage the unique opportunities presented by the diverse CTV ecosystem to reach their target audiences at scale.
