How one company hopes to expand creators’ presence in TV ads as CTV engagement grows

There is more room on the big(ger) screen for creators as the lines continue to blur between traditional television and digital video content.

That’s what digital media company Studio71 hopes to drive with a new TV ad product that allows brands to run creator content alongside traditional 30-second ads on its connected TV platforms. It aims to cater to the demand from traditional media buyers to tailor their campaigns based on the platform, whether that’s YouTube, Amazon Freevee or Roku.

This comes as eMarketer expects 52.7% of the U.S. population to sign up for streaming services with ads this year — with the industry reconsidering how creators can be useful outside of social media channels.

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