Ben Brenner, VP of Business Development and Strategy at Digital Remedy, was recently interviewed by MarTech Series on how ad tech and marketing trends will shift as we continue to head deeper into 2021.
As we all know, advertising trends and investments in adtech took a shift during the pandemic. With changing audience behaviors, more and more marketers saw the need to shift the outlets they used to reach those customers in 2020.
“In the past year, as stay-at-home orders were put in place across the country, more and more eyes turned to streaming, forcing advertisers to shift their budget towards the growing outlet [of OTT/CTV]. While the impact of OTT/CTV on the advertising industry was inevitably going to grow, the pandemic certainly accelerated it.” – Ben Brenner
As consumers flocked to streaming services, there has been an influx of ad tech innovation as a result to meet the demands of the industry. There has been a whole different type of “streaming wars” going on behind the scenes as companies work to develop the technology and build an ad-supported ecosystem for the streaming generation. Products like Flip allow advertisers to connect OTT ad views to physical actions and conversions, providing full-funnel attribution.