Connected TV continues to grow: investment is expected to be around 34 million euros by the end of the year

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Is content still king or has it been dethroned by the consumer in recent years? This was the opening of one of the last round tables on the second day of Inspirational'22, at IAB Spain , focusing on connected television and new forms of omnichannel communication.

Under the title The new omniconnected content: what is changing? How do we have to adapt?, experts from different agencies have addressed the topic under the direction of list of cyprus cell phone numbers Susana Martín, Head of Commercial Policy and Pricing at Publiespaña-Mediaset España and president of the CTV IAB Spain Commission.


For Juliana Carvalho, Account Director at Xandr, “content is still king” and that is why brands must invest in audiovisual content. “There is now a more omnichannel part, which is connected television: it is premium content and the user is going to spend a lot of time watching this content,” she said.

Miguel Fernández Gil, director, Pub Dev, SE&MENA at PubMatic, disagrees with his colleague and points out that “the user is king”. Raquel García Onrubia, Head of Media Buying at Smartclip, agrees with him and added: “It is the user who decides what to see and when, and even in the advertising field we are going to start to see this type of decision on the part of the consumer”.

"We are at a time when the baton of command has been passed to the spectator ," he added.

Growth forecasts
As noted in Inspirational 22, connected television is expected to close this year 2022 with an investment of 34 million , 250% more than in 2021.

Tacho Orero, Lead Agency Director, Business Development at The Trade Desk , who also participated in the debate, did not hide his positive vibes for the coming year, predicting a promising future for the industry. “I am convinced that in 2023 new players will enter the connected TV sector,” he said.

According to Juliana Carvalho, these new players "will boost the market" and will encourage brands to "invest".

Regarding forecasts, Miguel Fernández Gil (PubMatic) points out that the investment we are seeing in Spain does not reach 1% while in the USA it is around 6%. Even so, he is confident that the changes will be rapid and that soon "significant figures will be reached" in our market.