Advertisers Need the Flexibility Viewers Have in CTV
· 1h ago · Originally reported by VideoWeek
Audiences are continuing to migrate from linear TV to connected TV, but are advertisers following suit, and what is holding back investment in CTV? Laura Gonzalez, Director, Ad Sales, Europe at Whale TV, argues that fragmentation and measurement remain major hurdles for advertisers, and that CTV needs to be easier to…
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Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
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