Key Takeaways

CTV is projected to surpass traditional linear TV spending by 2028.

Interactive Innovation: Traditional 30-second spots are evolving into shoppable ads, gamified content, and 3D tours, turning living rooms into digital storefronts.

The “Second-Screen” Opportunity: A third of viewers research brands on their phones right after seeing a CTV ad. Implementing QR codes and retargeting strategies can increase conversions.

Data-Driven Precision: EXADS enables hyper-local and device-specific targeting, such as targeting only iPhone users, leading to higher conversion rates.

**Gain Full-Stack Control with EXADS: **

  • Unified Management: Track all metrics from one panel.

  • Total Flexibility: Compatible with any video player with VAST 3.0 and 4.3, including the Fluid Player.

  • Customizable ad formats: Flexible ad placements with the Ad Placements API.

  • Global Reach: Integrate third-party SSPs and programmatic partners while scaling across languages and regions.

The CTV advertising landscape

Let’s dive into the current landscape of television advertising. It is now undergoing a historic transformation. By 2028, CTV is officially forecasted to overtake traditional linear TV in total ad spend. Powering this shift are dominant platforms like YouTube, which is on track to capture nearly 12% of the market ($9.21 billion) by 2026, alongside Amazon (10%) and Disney (10%).

CTV advertising business

How CTV advertising differs from traditional advertising?

CTV is evolving beyond traditional 30-second commercials, with a focus on CTV-to-mobile retargeting. About one-third of viewers use their mobiles to research brands after seeing TV ads, prompting advertisers to use interactive tools like QR codes, which 62% of users are willing to scan, and shoppable ads for instant purchases.

EXADS technology enables localized campaigns targeting specific devices, such as iPhone users, for premium tech. Innovations like interactive 3D tours, pause-screen messages, and gamified content are turning CTV into a measurable, interactive storefront.

Personalize the CTV experience with EXADS.

As CTV ad spend nears $38 billion, you need a partner that offers more than just a connection; you need total control.

Precision Targeting & Premium Formats

EXADS provides a high-performance, white-label ad server designed to maximize your ROI and scale your global reach. For example:

  • Laser-Focused Segmentation: Target by demographics, real-time behaviors, and interests.

  • VAST-Ready Versatility: Seamlessly deliver Pre, Mid, and Post-roll video ads, in-video banner, and rich media display formats like Banners that can incorporate video elements. Our VAST Tag support ensures compatibility with our Fluid Player or any VAST compatible player of your choice.

  • Beyond the Commercial: Monetize every moment with Banners, in-game advertising, and mobile-compatible placements that bridge the gap between the TV and the smartphone.

Unified Control & Maximum ROI

  • One panel with all your key metrics: Manage your entire operation from a single, intuitive panel. Own your data, track your audience, and optimize your spend without switching platforms.

  • Third party plug in compatability: Effortlessly plug in third-party SSPs, programmatic partners, and direct advertisers via OpenRTB.

  • Deep Customization with EXADS APIs: Use our Ad Placement API to build bespoke ad experiences. If you can think of an ad placement, our API can power it.

Built to Scale Globally

Our server can handle enterprise-level volumes spanning campaigns globally across multiple channels and devices with ease, no matter the size. With multi-language support and targeting, you can run campaigns that feel local to every viewer.

“EXADS doesn’t just serve ads; it is your marketplace infrastructure.”

- Patrick Wall, Sales Director

Why use EXADS for your CTV advertising business?

Try EXADS for yourself today, and scale your business seamlessly. We offer full flexibility to meet all your ad-serving needs. Get in touch with us to find out more!