Understanding how retail data can benefit strategy and define the marketing mix will be unique to each brand, but those that adopt early and build a knowledge base have the opportunity to succeed.
Key industry organizations like the IAB and MRC will be critical in moving the needle here; encouraging higher standards and accreditations so that content-level analysis and intra-video tagging becomes more widely embraced.
Contextual targeting will not only help to create a better user experience in CTV, it will also help advertisers secure a better return on their investment.
The right technology partnerships can help retailers achieve the scale, accountability, and—importantly—agility needed to compete in the fast-growing commerce media landscape.
Commissioned with Opinium, the Amazon Ads Streaming TV Research Report investigates the challenges and opportunities for advertisers in the UK streaming TV space.