"Native CTV is emerging as a powerful strategic complement to in-stream advertising. While in-stream remains highly effective for storytelling and scale, native formats can engage audiences earlier, at the exact moment of decision."
"In-stream ads appear once a viewing choice has already been made, capturing a settled consumer mindset. Native CTV, however, captures the 'lean-in' moment, the discovery phase before content begins."
"Viewers increasingly turn on their TVs without a fixed plan, spending as long as 10.5 minutes browsing the home screen before deciding what to watch. This intent-rich moment makes native advertising inherently more strategic."
The CTV landscape has shifted towards performance, emphasizing results over mere reach. Native CTV formats are becoming vital as they engage viewers during the decision-making phase, unlike in-stream ads that target settled viewers. Native placements on smart TV home screens capture attention before content begins, aligning with user behavior. Nielsen reports viewers spend up to 10.5 minutes browsing options, making this moment crucial for advertisers. Native formats enhance strategic advertising by integrating seamlessly into the content discovery process.
Read at Digiday
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