Frost Prioleau - CEO and co-founder - Simpli.fi | Predictions for 2021 | Rapid TV News
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Frost Prioleau - CEO and co-founder - Simpli.fiAdvertisers will require increased agility across all media types 

The agility that digital platforms offer has been especially valuable amid the COVID-19 pandemic as digital advertisers have needed to adjust spend, messaging, and creative on a moment’s notice. In 2021, advertisers will continue to move away from rigid/limiting platforms and invest in digital platforms including connected TV (CTV) advertising, not only to reach homebound consumers, but to combine the flexibility and precise targeting capabilities of digital with the impactful storytelling of linear. Agility will be one of the most important pages in a marketer’s playbook in 2021.

Programmatic CTV will drive the democratization of television advertising

Small and mid-sized brands and agencies are often turned off from traditional TV advertising (due to campaign minimums & scale), but the coveted targeting capabilities of TV advertising will continue to drive smaller players to leverage CTV. Because CTV advertising breaks down the barriers that have kept many small advertisers from marketing on TV, it will serve as a catalyst that drives the democratisation of TV advertising with increased participation of advertisers of all sizes.

Performance marketers will shift more budgets to CTV advertising

Performance marketers have traditionally gravitated toward TV ads to drive direct responses. Likewise, they were early adopters of CTV advertising and have seen significant ROI with CTV’s highly accurate targeting and attribution capabilities. As performance marketers lean into their digital strategies and allocate budgets for this non-traditional, e-commerce-focused holiday season, CTV advertising will play a significant role and will likely set the tone as the industry moves into the first quarter of 2021 and beyond.