AI Creative, Self-Serve Buying Unlock CTV for Smaller Buyers: Simulmedias Morgan Beet.TV [Video]

LONDON – “What is connected TV?” The answer to that question may seem straightforward — but could a lack of consensus be holding the industry back?

It’s critical for the industry to define what constitutes Connected TV (CTV) advertising, according to Dave Morgan, Founder & CEO of Simulmedia, in this video interview with Beet.TV.

Morgan emphasized the importance of distinguishing between CTV advertising, which is more like traditional TV, and web video advertising.

Speaking at The Future of TV Advertising Global, Morgan said CTV is an attention business that dominates the screen with sound on, while web video often involves multiple ads running simultaneously, sometimes with sound off.

“CTV, which is much more like the TV of the world of before, is an attention business. It’s about time. It’s about how much time you have in front of a person where you basically have their dominant attention,” Morgan said. “Web …