By Nathan Brown, Director, Advertising Sales, CTV, TiVo
At this year’s Digiday CTV Advertising Strategies event, one takeaway was crystal clear: CTV isn’t just competing for impressions – it’s competing for attention. And if brands want to win, they’ll need to bring more than just reach to the table. They’ll need relevance, context, and experience – all working in sync.
That’s exactly where we at TiVo are focusing our energy.
Relevance today isn’t one-dimensional. It’s not just about who the viewer is. It’s about where they are, what screen they’re using, and what mode they’re in – whether scrolling through apps, browsing on mobile, or passively watching live TV. This is where the real power of contextual intelligence and device-aware targeting comes into play.
And let’s be honest: today’s consumers are unpredictable. They flip between streaming platforms, scroll TikTok during ad breaks, and often don’t even know what they want to watch until they stumble across it. That’s why TiVo has been laser-focused on building a smarter TV operating system that powers the next wave of TV OEMs, equipping Pay TV operators with intuitive TV solutions – all to truly reduce friction in the TV experience. Whether it’s our sponsored content strips, or real-time contextual cues – our goal is to turn indecision into engagement.
It’s not just about making the discovery process better for viewers – it’s about creating more native, high-performing ad moments for brands.
During the event, it was clear that brands can’t afford to look at CTV in a silo. Location-based behavior, app usage, out-of-home exposure – all of these feed into a smarter, more holistic approach to media planning.
We’re also seeing increased demand for outcome-driven ad strategies that don’t just aim for recall – they aim for action. Whether it’s driving foot traffic to retail, boosting app installs, or influencing viewers behavior, CTV now plays a pivotal role in closing the loop. But only when relevance is real and the moment is right.
And yes, we’re embracing AI – but not just to check a box. AI helps us better respond to viewer behavior, streamline creative testing, and even predict content to which a viewer is most likely to respond to. But tech is only as good as the insight behind it. Which is why we continue to champion context and consumer experience first.
As the industry moves toward more consolidated ad offerings, marketplaces, and vertically integrated tech stacks, the real winners will be those who can connect signals across platforms and simplify the viewer experience. For us, that means continuing to build interfaces and insights that drive discovery while embedding brands seamlessly into the viewing journey.
In the end, it’s not about more ads – it’s about smarter ones. Because in a world where screens are everywhere and attention is everything, relevance isn’t just a KPI – it’s the key to impact.
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