IAB Connect Zagreb Focuses on CTV in Regional Media Strategies
· 11h ago · Originally reported by media-marketing.com
The first IAB Connect event in Zagreb highlighted the role of connected TV (CTV) in shaping regional media strategies. Industry professionals gathered to discuss how CTV is influencing advertising approaches and audience engagement in the region.
Why it matters
CTV is becoming a key channel for advertisers, offering new ways to reach audiences as traditional TV viewership declines. Understanding its impact helps marketers adapt their strategies for better results.
Explain it like I’m new here
It's like switching from sending letters to texting—CTV lets advertisers reach people in new, more direct ways on their TVs.
Read the original at media-marketing.com
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.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
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.
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