Programme-Led CTV Advertising Calls for Updated Planning Approaches
· 3h ago · Originally reported by ET BrandEquity
As connected TV (CTV) advertising increasingly focuses on specific programs rather than just channels or platforms, advertisers are finding that traditional planning methods may not be sufficient. This shift is prompting the industry to consider new units of planning tailored to program-level targeting.
Why it matters
Understanding and adapting to program-level advertising on CTV is important because it allows advertisers to reach audiences more precisely, potentially improving campaign effectiveness and efficiency.
Explain it like I’m new here
It's like picking which TV shows to put your ads in, instead of just picking a whole channel, so you reach the right people.
Read the original at ET BrandEquity
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.
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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