5. CTV: 2024 will be a year of growth

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According to IAB Spain’s “ Connected TV Study 2023 ”, 90% of Internet users aged 16-75 (around 31 million Spaniards) use audiovisual content services over the Internet, with penetration growing by almost 10% compared to 2022. 2024 will also be a positive year in terms of advertising: the same study reports that 87% of marketing professionals surveyed plan specific investment in Connected TV. Unlike conventional linear TV advertising, which is geared towards specific times and programmes, Connected TV (CTV) offers the ability to target audiences according to their interests, and users’ viewing habits, such as their preferred programmes or series, can be used to further segment ads. For Rafa Amieva from Outbrain, CTV's incremental reach, performance measurement , audience fragmentation and privacy issues will continue to be the four main challenges surrounding connected TV in 2024.

“ Another relevant area of ​​interest will be channels that allow consumption of content for free but that have advertising (FAST channels, Free Ad Supported Television), and that represent the possible ecosystem of Open TV,” says Amieva. “ We are following with interest the evolution of CTV in the market, because we are in a historical phase of deep digitalization and transformation of the television medium . Advertisers will maintain parallel planning in linear and connected television also in 2024, but they will most likely select the most advanced players in terms of data transparency and ability to reach incremental users,” says Amieva .

6. Sustainability and ethics: central pillar for advertisers, brands and consumers
Global challenges such as climate change and social injustices have led to an increase in awaren software managers email database ess about corporate environmental and social responsibility.

Today’s brands must demonstrate and implement their commitment to sustainability and ethics through concrete actions. In this sense, it will be as important to transmit values ​​as it is to offer quality products and services. “ Most companies are developing sustainability programs to reduce their emissions and the digital advertising sector is no exception. In our case, our partnership with Cedara, the first intelligent platform for evaluating and reducing carbon emissions in the digital field, is strategic to identify areas for improvement and to be able to share clear information with advertisers about the emissions generated by their campaigns on Outbrain ” says Amieva. “ The development of proprietary technologies is also essential: our Smart Throttling tool, based on artificial intelligence, has already proven to be effective in reducing the number of ad requests, while maintaining revenue expectations for our publishers. 2024 will be characterized by new progress in this direction.” – adds Amieva.