With its advent, CTV fundamentally changed the experience of watching and advertising on television. It provided an immediate advantage to the American consumer through on-demand access to more content than ever before, changing the paradigm of advertising with new targeting options and creative capabilities. However, it was limited to the living room.

CTV has since expanded to TV viewership outside of the home creating a stickier viewing experience for viewers and a new and greater optionality for marketers. Creative can now be tailored to environment, location, and time to produce more dynamic, interactive advertising that spurs immediate purchasing action.

Atmosphere’s Ryan Spicer, Chief Revenue Officer, sits down with Energy BBDO’s Greg Morrison, Senior Vice President, Client Service Director, and Adweek for a conversation on the ways marketers can actively utilize CTV technology to move beyond conventional TV advertising and how to turn dormant TV screens into something far more imaginative for the consumer.