Talks With Teads | Justin Taylor on The Future of CTV and Consumer Engagement

In a live session from the Campaign Media 360 event in Brighton, Natalie Bastian, Global CMO at Teads, sits down with Justin Taylor, Managing Director of Teads UK, to discuss the latest trends and insights from their first annual CTV report.

As they descend from the iconic i360 tower during a Teads-sponsored happy hour, they share valuable perspectives on the evolving landscape of streaming, CTV, and media buying behavior.

Streaming and CTV in the UK

Natalie kicks off the discussion by asking Justin for a high-level overview of the current state of streaming and CTV in the UK. Justin highlights the significant changes, noting that new TV purchases are predominantly connected devices. This shift has consumers excited about the proliferation of content and the enhanced viewing experiences these new technologies offer.

“Consumers are getting really excited about it,” Justin explains. “They’re excited about the content choices and the differences these ads provide compared to standard linear TV.”

Consumer Behavior and Media Buying

The conversation then turns to the implications of these trends on media buying behavior. Natalie points out that while consumer consumption is growing and shifting from linear to streaming, the abundance of content choices presents a challenge.

Justin acknowledges this challenge, noting that the variety of content makes it harder for advertisers to place their media dollars effectively. “There’s confusion among CMOs about what type of screen CTV represents,” he says. “Is it a TV screen or an additional one? This confusion complicates understanding where to allocate their advertising spend.”

Addressing Fragmentation

The discussion also addresses the fragmentation within the media landscape. Justin explains that the sheer number of streaming apps and services, ranging from major broadcasters like ITV and Channel 4 to numerous fast applications, makes the media buying process more complex.

“Choice is a challenge,” Justin notes. “This fragmentation is making it difficult for agencies to navigate where to place their media dollars.”

Unifying the Experience with Teads

Natalie highlights the role of Teads in unifying this fragmented landscape. “The beauty of Teads is that we can unify a lot of that scale, not just in the open web but also in CTV,” she says. CTV offers a beautiful format for storytelling, and the ability to unify these experiences provides unique opportunities for brands.

The Power of CTV Native Advertising

Justin elaborates on the exciting potential of CTV native advertising. “The most exciting story we can help brands with now is how they can be the first ad a consumer sees,” he says. Teads is pioneering CTV native as a proposition, offering brands the chance to be the first ad viewers see when they turn on their TV screens. This approach ensures high visibility and engagement, setting the stage for impactful storytelling.

Reaching the Unreachable

Natalie and Justin discuss the unique advantage of CTV in reaching audiences that are otherwise difficult to engage. “Being the first impression a family sees when they turn on their screen is invaluable,” Natalie says. “It’s a moment of 100% share of voice and deep engagement that brands can’t get elsewhere.”

Future Opportunities

Looking ahead, Justin sees tremendous opportunities in leveraging CTV for creative storytelling. He envisions brands capitalizing on the high engagement levels CTV native advertising offers, particularly on the home screen. “The creativity on the big screen will be phenomenal,” he predicts.

As consumer behavior shifts and the media landscape becomes increasingly fragmented, Teads’ ability to unify these experiences offers a strategic advantage for brands. The future of CTV is bright, with native advertising presenting unique opportunities for impactful storytelling and deep consumer engagement.

Learn more about the exciting developments in omnichannel and  in our “Talks With Teads” series.