Commentary

Close The CTV Gap

Connected TV offers a renaissance for targeted advertising in the privacy era. To win in it, advertisers need to expand their perspective and playbooks.

To help, platforms must focus sales teams on unique selling propositions and train them to meet client KPIs by integrating assets and formats.  

The good news …

1 comment about "Close The CTV Gap".
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  1. Ed Papazian from Media Dynamics Inc, July 13, 2022 at 10:46 a.m.

    Good points, Andy---especially about CTV and "linear" TV being handled separately not in a unified manner by the agencies---and, I should add, by many sellers.

    Of course there remain problems to be solved regarding "audience" metrics, how ads are scheduled, fraud, etc. but the one that I see developing for CTV/AVOD is its push for upfront dollars that will come mainly from major national TV advertisers. While this makes sense--as otherwise many dollars will not be available for scatter buys,  most of these deals are corporate not individual brand  purchases---which negates serious attempts at targeting---how do you target a 30-brand upfront buy which involves many different product categories all lumped together?

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