Brands can achieve relevance by maximising CTV

Guidance for marketers approaching connected TV advertising for the first time.

Few things waste time like an irrelevant ad. Advertising that misses the mark or wasn’t money well spent frustrates audiences, brands and agencies alike.

It is a problem that has long faced TV, given its strength of low-cost mass reach can be the exact weakness programmatic has revolutionised in other digital formats. With few targeting attributes beside demographics, traditional television creative risks irrelevance by reaching for the masses. Connected TV promises to change all that, or at least for the brands ready to take on the opportunity.

UK connected TV user numbers are forecastto grow from 40.9 million...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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