Las Vegas – The media market is ripe for consolidation after it has become even more fragmented in recent years. The explosive growth of apps with networked television and the variety of companies that sell advertising, including retailers, airlines, hotels, banks and carpools, has given brands with more contact points.
“We will see much more consolidation in CTV and the platforms. Today there is a lot of fragmentation, and we see a lot more about how people come together, ”said Lisa Giacosa, Chief Investment Officer at Publicis Groupes Spark Foundry, in this interview at CES 2025 with Lisa Granstein, editor -in -chief director of Beet.
Since consumers register for a wider spectrum of streaming services, many try to save money by subscribing to ad assed levels with lower fees.
“From the point of view of the consumer, if you see this” brought “by you” and the ads are at the beginning and the advertisement load is lower, but there is a little more to do, “said Giacom. “Consumers are more receptive to this. You understand that there is a salary to play. This actually saves you money for a subscription. “
CTV trade
Since streaming services are dependent on an internet connection to achieve SmartTVs and mobile devices, you can support interactions with spectators including shops.
“We see that a lot more trade and CTV come together to make these moments not only in the advertising broken, but also in the content that people see to shop,” said Giacom.
Artificial intelligence has given brands more insights into the appearance of their ads in the context of the surrounding content.
“If you then overlap and add a AI level so that you can understand the context -related content and then bring them to life in the advertising breaks – that makes things much more contextual and also delivers more about the business goal,” she said.
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