tvads

I’m especially excited to share that tvads has joined TheOven.AI as a partner. In #advertising, #AdTech and #CTV, we operate in an increasingly complex environment, with new business models, 𝗺𝗼𝗿𝗲 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗽𝗿𝗼𝗰𝗲𝘀𝘀𝗲𝘀 that don’t always evolve at the same pace as market needs. And often, the solution isn’t to add yet another tool, but to 𝗿𝗲𝘁𝗵𝗶𝗻𝗸 𝗵𝗼𝘄 𝘄𝗲 𝗱𝗼 𝘁𝗵𝗶𝗻𝗴𝘀, 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝘄𝗵𝗮𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗱 and 𝗯𝘂𝗶𝗹𝗱 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗴𝗲𝗻𝘂𝗶𝗻𝗲𝗹𝘆 𝗮𝗱𝗱𝗿𝗲𝘀𝘀𝗲𝘀 𝘁𝗵𝗲 𝗻𝗲𝗲𝗱. That’s one of the ideas behind TheOven: working alongside businesses to understand their processes before building a solution, identify opportunities for improvement and develop tailor-made technology solutions. From automating tasks and optimising operations to creating new digital products when recurring needs emerge that can be turned into business opportunities. At tvads, we bring our knowledge of the advertising and audiovisual ecosystem to the table, helping identify those needs and build solutions that make sense for the industry. We’re really looking forward to getting started and working with companies that want to explore new possibilities, rethink their processes or turn their ideas into reality. If you’re working on a challenge in advertising, AdTech or the audiovisual industry, let’s talk. Silviu Daniel Eftimie 🟡 & Christian S. David Alonso Fernández https://theoven.ai/en/

Llevamos años discutiendo si #YouTube debe considerarse televisión, pero ese debate ya se queda un poco pequeño. Para los distintos actores del ecosistema audiovisual (anunciantes y proveedores de contenido), la pregunta más interesante no es si YouTube es televisión, sino dónde tiene sentido estar dentro de ese enorme ecosistema audiovisual. YouTube ya forma parte del consumo audiovisual en la pantalla grande y cada vez tiene más peso dentro del visionado en #CTV. En 2025, el 30% del tiempo de consumo de YouTube correspondía a CTV, frente al 59% en #mobile y el 11% en #desktop, según #Comscore. En Estados Unidos, YouTube ya registra incluso más tiempo de consumo en televisión que en dispositivos móviles. Pero los datos también muestran que una gran parte del consumo sigue produciéndose fuera de la pantalla grande, y que el resto de 𝗱𝗶𝘀𝗽𝗼𝘀𝗶𝘁𝗶𝘃𝗼𝘀 representan otros contextos de consumo que también hay que entender y aprovechar. Y hay algo que conviene no olvidar, YouTube no es un único 𝘁𝗶𝗽𝗼 𝗱𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝗶𝗱𝗼. Dentro de la misma plataforma conviven Shorts, podcasts-videopodcasts, creadores de contenido, contenidos profesionales, medios de comunicación, broadcasters, productoras y compañías que utilizan YouTube como una extensión de sus propios ecosistemas audiovisuales. Además, conviven diferentes 𝗳𝗼𝗿𝗺𝗮𝘁𝗼𝘀 𝗱𝗲 𝘃í𝗱𝗲𝗼, desde el horizontal asociado tradicionalmente al consumo en pantalla grande hasta el vertical y el cuadrado, cada uno con sus propias lógicas de consumo y distribución. Y esto es especialmente relevante desde el 𝗽𝘂𝗻𝘁𝗼 𝗱𝗲 𝘃𝗶𝘀𝘁𝗮 𝗽𝘂𝗯𝗹𝗶𝗰𝗶𝘁𝗮𝗿𝗶𝗼. No todo el inventario de YouTube representa el mismo contexto de consumo. Una impresión en la pantalla del salón, un vídeo en el móvil, un podcast o videopodcast, un Short o un contenido de larga duración pueden tener comportamientos, niveles de atención y oportunidades publicitarias muy diferentes. Por eso creo que el debate debería evolucionar. YouTube no necesita ser clasificado como televisión, social o vídeo online. 👉𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗲𝘀, 𝗽𝗼𝗿 𝘀í 𝗺𝗶𝘀𝗺𝗼, 𝘁𝗼𝗱𝗼 𝘂𝗻 𝗲𝗰𝗼𝘀𝗶𝘀𝘁𝗲𝗺𝗮 𝗮𝘂𝗱𝗶𝗼𝘃𝗶𝘀𝘂𝗮𝗹 que atraviesa varias de estas categorías. Para los anunciantes, el reto está en entender dónde, cómo y en qué contexto se produce el consumo, y no asumir que todo YouTube funciona igual por el simple hecho de llamarse YouTube. En tvads llevamos años trabajando en este entorno, ayudando a anunciantes y compañías audiovisuales a utilizar YouTube en función de sus objetivos de comunicación, distribución y audiencia. 𝗖𝗼𝗻𝗼𝗰𝗲𝗺𝗼𝘀 𝗹𝗮 𝗰𝗼𝗺𝗽𝗹𝗲𝗷𝗶𝗱𝗮𝗱 𝗱𝗲𝗹 𝗲𝗰𝗼𝘀𝗶𝘀𝘁𝗲𝗺𝗮 𝘆 𝘀𝗮𝗯𝗲𝗺𝗼𝘀 𝗰ó𝗺𝗼 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝗶𝗿𝗹𝗮 𝗲𝗻 𝘂𝗻𝗮 𝗼𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝗱𝗮𝗱.

The recent 𝘀𝘁𝘂𝗱𝘆 𝗽𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗱 𝗯𝘆 𝗜𝗔𝗕 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗻𝗶𝘁𝗲𝗱 𝗦𝘁𝗮𝘁𝗲𝘀 (link in the comments) puts numbers to an issue that should be at the center of the conversation about the 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 #𝗖𝗧𝗩. Many advertisers still express reservations about the quality of the inventory they access, even as ad spend in this environment continues to grow. 𝟰𝟯% 𝗼𝗳 𝗯𝘂𝘆𝗲𝗿𝘀 𝗿𝗲𝗽𝗼𝗿𝘁 𝗵𝗮𝘃𝗶𝗻𝗴 𝗹𝗶𝘁𝘁𝗹𝗲 𝘁𝗼 𝗻𝗼 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗼𝗳 𝗖𝗧𝗩 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆. This creates a particularly interesting situation. Capital continues to flow into CTV, drawn by audience growth, targeting options, and evolving measurement capabilities. At the same time, doubts persist surrounding inventory quality, supply chain transparency, and effective control over where and how ads appear. Part of this situation can be explained by the current stage of the market itself. CTV remains a relatively young and rapidly expanding ecosystem, where new players, commercialization models, intermediaries, and inventory access methods have emerged to meet surging demand. It is a logical evolution for any growing market, but it cannot be sustained indefinitely. As CTV moves toward greater consolidation, simply attracting investment will no longer be enough. The 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺'𝘀 𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗼 𝗼𝗳𝗳𝗲𝗿 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆, 𝘁𝗿𝗮𝗰𝗲𝗮𝗯𝗶𝗹𝗶𝘁𝘆, 𝗮𝗻𝗱 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝗴𝘂𝗮𝗿𝗮𝗻𝘁𝗲𝗲𝘀 will become increasingly decisive in retaining that spend and expanding the market further. At tvads, we have held a very clear stance on this for years. In both direct and programmatic campaigns, we always establish a direct connection and relationship with the publisher or seller of the inventory. In fact, we haven't run a single campaign on Open Web for CTV since we started working in this space years ago. In digital display/video, we made a similar decision even earlier, following experiences that led us to abandon the Open model and commit to direct relationships with inventory owners and sales houses. There will always be offers with significantly cheaper CPMs in certain environments. However, our experience has led us to value knowing who we are buying from, what inventory we are acquiring, and where the campaign will appear far above price. In a relatively new market like CTV, establishing direct relationships with the seller doesn't eliminate every uncertainty, but it does reduce them and, above all, it helps build one of the assets the ecosystem will need most to keep growing: 𝘁𝗿𝘂𝘀𝘁.

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