The advertising industry is undergoing a radical transformation thanks to artificial intelligence (AI), especially in the realm of connected television (CTV). The rise of streaming platforms and Smart TVs has turned AI into an essential tool that enhances the real-time segmentation, personalization, and optimization of ads. This shift not only redefines how brands communicate with their audience, but also generates new opportunities in the advertising market.
A recent study by IAB Spain and PwC reveals that investment in CTV is rapidly growing, with a projected 49.3% year-on-year increase by 2024. This growth is largely driven by advertising on digital platforms, positioning CTV as an essential channel for advertisers. Compared to 2022, investment in CTV has grown an impressive 196.5%, reflecting the rapid establishment of this medium as a viable and efficient option for advertising campaigns.
Investment is divided between direct negotiation, representing 56.1%, and programmatic advertising, with 43.9%. This indicates a growing interest not only from traditional advertisers, but also from those seeking greater flexibility and precision in segmentation.
AI plays a crucial role in this evolution. By enabling real-time analysis of large volumes of data, brands can create more specific and relevant ads for each user. Silvia Fernández, head of platforms and CTV at EXTE, has highlighted that CTV advertising is no longer static, but instead becomes a dynamic interaction that adapts to individual interests and behaviors.
Among the areas benefiting from AI is content creation, where automatic generation of ads tailored to viewer preferences will be facilitated. In addition, AI’s ability to adjust content in real-time will enhance ad engagement and conversion.
Interactivity is also gaining strength as technologies like voice assistants and retail media integrate, allowing for more engaging advertising experiences. Ads will become truly interactive, enabling viewers to engage more directly.
Furthermore, A/B testing optimization will be another area with significant impact; AI’s ability to quickly process data will identify and automatically adjust the best ad versions, improving performance.
Multidevice convergence is another key trend. Integrating ads across televisions, smartphones, and tablets will offer a more cohesive experience, allowing for strategies like dynamic product placement and gamified ads, maximizing user interaction.
Lastly, audience segmentation will be elevated thanks to AI, analyzing behaviors and consumption patterns to create hyper-personalized ad campaigns instantly. Advanced performance measurement of campaigns will also benefit from sophisticated analysis tools providing detailed metrics on ad interaction and efficiency, ensuring alignment with brand commercial objectives.
This landscape indicates that CTV advertising is poised for a true revolution driven by artificial intelligence, with the potential to optimize both user experience and advertising campaign effectiveness.
Source: MiMub in Spanish