The 12-minute window to CTV’s goldmine

The 2024 holiday season is in full swing, and connected TV (CTV) is the darling of the media. Competition for premium inventory is fierce—and expensive—leaving CMOs with a growing dilemma: maximising ROI without breaking the bank. The solution may lie in a small but powerful CTV behavioural insight.

The hard truth is that, according to LG Ads, it now takes the average U.S. CTV user nearly 12 minutes to decide what to watch—that is double the time of last year. This time window isn’t limited to the US; it’s a global trend, including in Asia, which presents an important opportunity.  In these precious minutes, viewers aren’t passively scrolling—they’re actively searching for something that resonates with their current mood and intent. This is pure, actionable opportunity for advertisers who know how to play it right.

Why the discovery window matters

These 12 minutes are not the same as watching a show, it’s not akin to passive viewing. They represent active engagement—viewers are thinking, exploring, and signaling intent in real time. This is where advanced tools like automatic content recognition (ACR) and contextual targeting shine. The discovery window offers CMOs a unique chance to reach viewers at their most receptive.

Yet many brands still miss this opportunity. They focus on premium placements that serve ads mid-content, but these ignore the viewer's psychological state during discovery. This is not a passive audience—it’s a searching one. Aligning relevant, dynamic creative with this mindset can dramatically improve results.

The tech stack is ready

Recent shifts in the CTV landscape make this easier than ever. Viant's acquisition of Iris tv allows for more precise ad delivery during content selection. The Trade Desk's Ventura OS simplifies access to high-intent audiences across fragmented apps and inventory. And Mediaocean's integration with Innovid provides tools to link creative delivery to audience behavior directly. These technologies are no longer experimental; they're essential.

What smart CMOs are doing now

1. Reprioritising spend: Instead of overpaying for the most coveted inventory, smart advertisers must capitalise on moments of intent. Discovery-phase targeting allows brands to sidestep the high CPM race while maintaining impact, especially now, given holiday spending is skyrocketing.

2. Using context wisely: Targeting during discovery isn’t about bombarding users—it’s about delivering relevance. A family browsing for weekend movies requires a different approach than a solo viewer looking for late-night thrillers. Precision wins here.

3. Partnering for execution: Winning in the discovery window requires alignment across DSPs, agencies, and measurement platforms. Work with partners who understand how to operationalise discovery-phase targeting without compromising your brand safety or ROI.

The mistakes

• Interrupting the experience: Ads that disrupt the discovery process can frustrate users. Think enhancement, not intrusion.

• Relying solely on retargeting: Discovery is about real-time intent, not just historical data. Use contextual cues to align creative with the moment.

• Overcomplicating the stack: Technology is critical, but complexity isn’t. Invest in platforms that streamline targeting and measurement.

Turning discovery into results

The discovery window is a rare and emerging opportunity that will help you drive resonance. It’s high-intent, scalable, and underpriced compared to traditional premium placements. But it won’t stay that way for long. CMOs who move now—challenging their teams, realigning spend and leveraging the right tech—will redefine how their brands win in the rapidly maturing CTV landscape. The opportunity is here, the tools are ready, and the audience is waiting. It’s time to
act.

Ramakrishnan Raja is the principal at marketing agency Resonant.