How combining CTV with data-driven linear created opportunity for Monster.com | WARC | The Feed
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How combining CTV with data-driven linear created opportunity for Monster.com
Online recruitment site Monster.com, facing tough competition from bigger-budget rivals, has used addressable advertising across connected TV (CTV) and linear to find its audience.
Its 2021 campaign, aimed at mid- to late-career job seekers, reached 120 million US households with minimal duplication.
Why it matters
As brands add CTV into their media plans, the early experience of challenger brands offers lessons for how to leverage the medium and integrate it with other channels.
Takeaways
- Challenger brands have been early beneficiaries of CTV because they often have better integration across channels.
- They also can leverage CTV’s smaller targets, and therefore cheaper...
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