The future of CTV lies in a blend of linear and programmatic strategies 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2022, 12:40 PM GMT+0

While direct buying gives advertisers greater control, programmatic practices provide data-infused-optimisation and transparency. 

One of the brightest spots in the advertising landscape, CRV combines the sought-after value of TV engagement with digital buying and targeting precision. Currently, advertisers opt for either linear direct buys or digitally driven programmatic practices to buy CTV. 

Buying CTV ads via traditional IOs either directly through OTT platforms or via media deals can help advertisers access their desired levels of control and reporting. But direct buying does not bring optimisation benefits that allow advertisers to divert and optimise spending. 

On the other hand, buying outside direct deals keeps advertisers from a certain level of control and transparency. Brands should consider a combination of linear and programmatic strategies that allow performance, optimisation and confidence in programming. 

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