Digiday explainer: How scene-level targeting matches CTV ads to onscreen context
· 2h ago · Originally reported by Digiday
A Digiday 'WTF' guide, sponsored by Wurl, breaks down scene-level targeting for connected TV. The approach aligns ad creative with the specific content and context shown on screen, rather than relying only on the program or genre. The guide claims this can improve performance across the full marketing funnel.
Why it matters
Scene-level targeting is an emerging way for CTV advertisers to buy attention based on what's actually happening in a scene, which could reshape how TV inventory is evaluated and priced.
Explain it like I’m new here
Instead of just knowing which show an ad runs in, it's like placing an ad for running shoes right at the exact moment a character goes jogging.
Terms in this story
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.
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.
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.
Go deeper
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