Heineken Tests Connected TV to Assess Value Beyond Traditional Linear TV
· 1h ago · Originally reported by Performance Marketing World
Heineken is evaluating whether connected TV (CTV) offers benefits beyond being a cost-effective alternative to linear television. The company is conducting tests to determine if CTV provides unique advantages for its advertising strategies.
Why it matters
As advertisers shift budgets from traditional TV to digital formats like CTV, understanding the true value and effectiveness of these channels is crucial for making informed media investments.
Explain it like I’m new here
Heineken is checking if watching ads on smart TVs is better than regular TV, not just cheaper.
Read the original at Performance Marketing World
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.
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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