CTV will need a more holistic reporting with a common language to communicate the true value of its inventory.
The fragmented CTV environment and streaming services restricting data access makes streamlining buys and minimising excessive ad placements difficult. Advertisers should take cues from the simplicity of linear TV to offer seamless watching experiences integrated with content.
The simplicity of the ad buying process on linear more likely prevents repeat ads. The complex CTV ad stack, walled gardens, and the lack of a single access point compel advertisers to use multiple platforms. This prevents brands from having a universal frequency cap or separating their ad buys across CTV.
Advertisers must build CTV experiences that mirror the effectiveness of linear TV. Given that CTV offers greater flexibility and control over ad delivery, advertisers can serve interactive and tailored ads to optimise viewing experiences.
[3 minute read]
