CTV Should be on Everyone’s List in 2023

Looking into the New Year with Samsung Ads

One of the greatest gifts we can receive annually is a peek into the crystal ball of some of our most-forward thinking members as we head into the New Year. Understanding the top trends that may come to fruition in the year ahead is critical to help brands as they focus their media strategy and stay ahead of the curve to maximize ROI. 

Dave Pauk, Regional Sales Director Canada, Samsung Ads, generously agreed to share his thoughts around what we can expect to see in Canada in 2023 in the world of Connected TV. 

Here are Dave’s top 4 predictions for 2023:

  1. Programmatic CTV will Continue to Grow 

2023 has the potential to be the “year of CTV” as advertisers begin to reallocate their linear TV spending to keep up with the growth of streaming audiences, much like how the “year of mobile” ended up dominating the ad tech industry for nearly a decade. More and more advertisers are migrating to programmatic as it can help them have a better understanding of cross media reach and transparency. Programmatic CTV advertising will likely continue to develop steadily but Direct IO will likely remain as the primary buying method for unlocking the potential of CTV. 

Also, as the emphasis shifts to buying audiences rather than channels or placements, new attribution capabilities will start to take center stage. In order to help make sure that their campaigns are brand-safe and fraud-free, media buyers must understand what they are buying and where their advertisements are running so as to avoid further fragmentation and give advertisers additional buying options.

  1. The AVOD Revolution

The revenue growth of advertising-based video on Demand (AVOD) has already surpassed that of subscription video-on-demand (SVOD), but SVOD will almost certainly continue to hold a large market share. It is likely that many consumers will resort to free, advertising-based video on demand solutions and FAST channels like Samsung TV Plus as they tighten their purse strings in the face of rising inflation and recession fears. With the emergence of streaming, the media landscape is changing, and we can expect to see legacy corporations with significant budgets competing to outwit, outplay, and outlast one another in the marketing ecosystem.

  1. Streaming Wars Are Heating Up in Canada 

The rise of streaming TV options is driving fragmentation, giving advertisers additional buying options.Discoverability is quickly becoming a significant facet of streaming in 2023. As the market for streaming services evolves, providers face several obstacles, including heavy competition, high churn rates, and high costs associated with the acquisition of new customers. Discoverability is one of the answers, and it is potentially the future direction in streaming.

Viewers also have high standards for the material they consume, which subscription-based businesses like Netflix have mastered. AVOD services must keep enhancing their user experiences if they want to compete with the SVOD behemoths. Therefore, these platforms will need to concentrate more on their technical stack and content.

  1. The Rise of Gaming in Connected TV

In 2023, it will be important to use Connected TV (CTV) to target gamers as the gaming community is expected to continue growing in size and demographic makeup. Gamers are large streamers, further emphasizing that nearly 90% of all the time that Gamers spend with their TV, they are not easy to reach through traditional TV advertising. With innovations from TV OEMs, there are now meaningful ways to reach gamers before and after a gaming session. These new ad experiences reach gamers in a way that is natively integrated in their entire TV viewing experience.

To hear more from Samsung Ads, join us for our IAB Canada Business of Digital: Report on Data event taking place – in-person at Scotiabank Theatre – on December 5, 2022.  Justin Fromm, Head of Global Insights will be presenting “The Connected TV Imperative: The Future of AVOD in the Canadian Market” and will discuss how Canadian marketers can strike a balance between linear-centric and streaming-centric audiences by reallocating budgets relative to viewer behaviour and maximize reach across the national TV audience. 

*Note: All Samsung data and insights subject to our privacy policy and consumer choices.