Given their unique role as a major stakeholder in the addressable TV market, pay TV operators are positioned to provide added value and contribute to its success in five key ways.
CTV IS OTT
Reality: OTT video content can be found on desktop and mobile video players as well as on big screens. But unless it comes through a Connected TV device or SmartTV, it isn’t CTV advertising.
All CTV Content is High Quality
Reality: Just because it’s on a Connected TV platform, that doesn’t mean it’s premium or good for your brand. Work with a partner who ensures quality publishers and safety from fraud.
Reality: Today, the majority of Connected TV campaigns are managed manually, but this is changing. Programmatic access to Connected TV inventory from publishers, aggregators, and platforms is expanding.
CTV Should Share KPIs With Digital
Reality: Connected TV metrics should include broadcast measures like reach and frequency coupled with useful digital metrics including audience, context, and completion rates.