Amazon is positioning Twitch as a defining asset in its CTV ambitions, folding the platform's hard-to-reach audience and live-video inventory into the same pitch it uses to sell Prime Video and Fire TV. That marks a clear break from not all that long ago. At Amazon's 2024 upfront, executives walked advertisers through an expanding video portfolio, but Twitch - despite having been in the fold for a decade - barely registered.
These were distilled from over 100 real-world submissions gathered through the industry-wide "Ad Format Hero" initiative. Dig deeper: 4 questions every SMB should ask before testing CTV IAB Tech Lab has also updated its programmatic CTV guidance, offering practical advice on how to transact these ad types more efficiently. The update includes enhanced OpenRTB support, with a focus on the two formats prioritized by an industry working group: Pause and Menu.
Social media advertising can be a tough nut to crack, as it's not easy to know exactly what your audience reacts best to when it comes to creating engaging ads. There are many elements to consider, from nailing the right image or video to reaching audiences with the most relevant copy and call to action. People consume content differently on mobile devices compared to TV and other digital platforms.
YouTube has put traditional media companies like Disney and Netflix on watch, grabbing the top spot in share of TV viewing among media companies for months running. But the Google platform is far from done. "It's still early days," Kurt Wilms, senior director of product, told Business Insider in an interview on Tuesday. "Especially with Gen Z." "YouTube's always known that creators are the lifeblood of what people want to watch, and I think it's flattering that other streamers are figuring that out and talking to creators, too," he said.
