Connected television has exploded in popularity in the past decade as consumers seek greater flexibility in their viewing choices. Advertisers are following these audiences, but additional investment is needed for CTV to fulfill its potential as an interactive marketing channel, as attendees of the upcoming Beet Retreat Santa Monica will examine in greater detail.
“We’re going to need to see an increase in partnerships, in collaboration, in transparency if we really want to take connected television to the next level,” Cameron Miile, chief revenue officer of Publica by IAS, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
Greater collaboration is needed to tackle key challenges, such as improving the viewer experience for live programming, especially sporting events that have the power to reach mass audiences on linear television.
“The biggest challenge left is how to conquer live environments,” Miile said. “I don’t think there’s any one company out there that can fully solve for the challenges …