Companies like Poppi and Ritual are using connected television ads to market to Gen Z. CPG startups are now looking to CTV ads to help them connect with their younger consumer base, which include interactive ads and ads that are embedded within streaming content. The healthy soda brand Poppi launched their first “Soda’s Back” commercial on Hulu to market to Gen Z and Millennial consumers, and health and wellness brand Ritual plans to release their first CTV ads next month to market its flagship prenatal vitamin to parents, especially young ones. Septeni Global, a digital marketing agency, is projecting that CTV ads will outcompete all other ad formats at some point and see a growth rate of 21.2% in 2023. YPulse research shows that the majority of young people are interested in or already watching streaming services with ads for a lower subscription cost. (Modern Retail)
