VAB's YouTube-vs-CTV comparison study wins Platinum MarCom award
· 2h ago · Originally reported by PPC Land
The Video Advertising Bureau received a Platinum MarCom award for its study comparing YouTube with 21 premium CTV platforms. The research applied different session-counting thresholds — 30 seconds for YouTube versus five minutes for premium apps — to compare audience scale. The award recognizes the work's creative and communications quality rather than validating its methodology.
Why it matters
Counting conventions shape how buyers compare YouTube's reach against connected TV apps, so the study's thresholds influence real ad budget decisions even though the award itself judges presentation, not measurement rigor.
Explain it like I’m new here
It's like winning a prize for the best-written report comparing two snack brands — the judges praised how it was presented, not whether the comparison was fair.
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.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
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