How to make connected TV advertising simpler – and get the most out of it | WARC | The Feed

The complexity of connected TV (CTV) can be daunting, but there are steps brands and agencies can take to make it smart, simple and accountable.

Why it matters

The rise in CTV viewership demands that many brands consider the channel, but its (expected) growing pains shouldn’t deter them from investing in it; CTV holds promise because it combines the sight, sound and motion of traditional TV advertising with the targeting, measurement and attribution that are the hallmarks of digital.

Takeaways