why it's the right time to invest in ctv advertising

Why It’s the Right Time to Invest in CTV Advertising

Let’s face it: CTV advertising is big and will only get bigger as more and more publishers and advertisers leverage its reach. The IAB’s outlook report shows that digital video advertising spend reached 49% in 2021 and will gain an additional 26% in 2022. The Connected TV (CTV) ad spend is found to have an increase of 57% in 2021 and is projected to grow 39% more this 2022.

According to Eric John, VP of IAB Media Center, digital video will be the focus of buyers this year. While there may be an impressive growth in ad spend, it still isn’t aligning with the time viewers spend on the channel. He adds, “The time is now for brands and buyers to follow consumer attention.”

If you’re looking to improve your CTV monetization strategies, read on.

Why Invest in CTV Advertising

Here’s why you should invest in CTV advertising now:

Viewers prefer watching ads

The traditional belief is that viewers hate ads, but viewer behavior says otherwise. Ninety-five percent of viewers consume both ad-free and at least one ad-supported channels. It’s notable that most viewers who watched five ads or fewer categorized the ads as reasonable. 35% reported paying attention to all or parts of the ads.

These findings show consumers place more value on ad delivery rather than the presence of the ads. “Even consumers who say they’re categorically opposed to ads will use an ad-supported platform if the price and ad delivery are right,” shares Mark Loughney, Hub senior consultant and research co-author.

In short, improving CTV monetization will rely on how efficient you are in delivering your ads.

Audience targeting brings value for money

Investing in CTV advertising brings more revenue. You have the power to optimize it. Rather than relying on network-based targeting, CTV ad platforms have the advantage of targeting users relevant to your brand. This means you take out the trial and error and allow for a more effective ad spend.

CTV advertising also gives you a platform to target qualified users. Qualified users who are likely to make a buying decision. With a media partner who can place ads on multiple networks and match audience segments accordingly, you can increase your ROAS.

Measurement and data analytics translates to better results

All CTV monetization and advertising efforts won’t be practical if there’s no measurement and data analytics. There are tons of metrics that you can use to determine the success of your various ad campaigns. With CTV ads, you have to always include ad effectiveness, particularly in profit.

Many prefer to invest in CTV advertising now because of the personalized experience it can provide viewers. This allows them to measure based on previous watching behaviors and IP addresses. In turn, it’s easier to develop in-depth data profiles and map accordingly to individuals rather than segments.

Since CTV advertising runs on a digital platform, it offers real-time reporting accessible to you 24/7.

Know what exact data points you need to track over time. Some of the metrics you need to keep track of include impressions, completed view rate, and reach.

Once you have access to this data, it’s easier to analyze and adjust campaigns accordingly. This method will help you optimize your campaigns and get valuable results.

Determining the right way to connect audience behavior with suitable ads can make a huge difference in your campaigns. This will help you understand which ads work and can be duplicated for future campaigns.

As Over-the-Top (OTT) and CTV platforms gain a wider reach, they will allow you to reach a specific audience with personalized ads. To take advantage of this, you need to have a reliable partner who can give you the best insight to help you make a strategic move.

AlgoriX can help you understand your audience and engage with them with more effective ad placement. Invest in CTV advertising now. Contact us today and learn more about our services.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.