TiVo Ads Executive Cautions Against Treating CTV Purely as a Performance Channel
· 22m ago · Originally reported by VideoWeek
Chris Kleinschmidt, VP of Advertising Sales EMEA at TiVo Ads, argues that advertisers and agencies increasingly frame CTV as a performance product. While he acknowledges that data-driven targeting is a genuine strength of the channel, he warns that viewing CTV solely through a performance lens risks overlooking its core value for awareness and brand building.
Why it matters
If buyers treat CTV like direct-response media, they may underuse its biggest strength: reaching large audiences on the biggest screen in the home, which builds brands rather than just chasing clicks.
Explain it like I’m new here
It's like using a stadium billboard only to count coupon redemptions — you'd miss that its real power is getting your name seen by a huge crowd.
Read the original at VideoWeek
Terms in this story
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.
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.
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.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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