The Four Pillars of Optix: Omnichannel
TV's New Chapter: Making Sense of Connected TV
Remember when watching TV meant flicking through a handful of channels? Those days feel like ancient history. Today's TV landscape is evolving faster than ever, bringing exciting opportunities for brands to connect with audiences in new ways.
What's Really Changed?
Think of Connected TV (CTV) as your regular TV that's gotten smarter. Whether it's through your Smart TV, Netflix on your PlayStation, or Sky Glass in your living room, it's all about bringing internet-powered content to the big screen in your home.
The UK and US tell different stories when it comes to CTV. While America has seen a dramatic shift in viewing habits, caused in part by the rise of so-called FAST channels (Free Ad-Supported TV), the UK's journey has been more gradual. Why? Our strong public broadcasting foundation has given us a robust free-to-view TV market that's adapting rather than being replaced.
The New Wave of TV Innovation
Sky is leading the charge in modernising how we watch TV. Their latest innovations - Sky Glass and Sky Stream - show how traditional TV is evolving. These smart solutions, alongside newcomer Freely, are making it easier than ever to access great content without the complexity of multiple subscriptions and devices.
The big streaming players are shaking things up too. Amazon, Netflix, and Disney+ have all embraced advertising, opening new possibilities for brands to reach engaged audiences. This shift provides advertisers with access to premium content at a much greater scale compared to pure AVOD (advertising-supported video on demand) players like Pluto, Rakuten, or Samsung Ads. Amazon are particularly interesting, using their shopping data to help advertisers reach the right viewers.
Making Advertising Work Harder
This is where Optix comes in - your intelligent CTV advertising companion. Our innovative platform is changing the game by:
Making Every Penny Count: Smart technology ensures your ads reach the right people at the right time, cutting waste and boosting impact.
Keeping It Simple: Despite the complex technology behind it, Optix makes running TV campaigns as straightforward as possible.
Going Green: It's not just about performance - Optix helps reduce the environmental impact of digital advertising.
Working Together: By connecting different advertising channels, Optix ensures your message reaches people consistently, whether they're watching live TV or catching up on their favourite show.
What's Next for TV?
Far from dying, TV is entering its golden age. We've never had more choice in what to watch, or more ways to watch it. For advertisers, this means more opportunities to tell their stories and connect with audiences.
Success in this space isn't about chasing every new trend. It's about understanding how these changes can help brands connect better with their audiences. Tools like Optix are making this easier, helping advertisers navigate this exciting but complex landscape.
The future of TV isn't about replacing what works - it's about making it better. Whether you're a brand looking to reach new audiences or an agency planning campaigns, understanding these changes is key to success in 2025 and beyond.
For brands willing to embrace this evolution, there's never been a more exciting time to connect with audiences. With the right approach and tools like Optix, the opportunities are endless.
AV Manager, December19