Connected TV (CTV) is becoming popular with a wide spectrum of advertisers because it affords them the big-screen TV experience of linear with the added advantages of digital analytics and audience segment granularity, but brands won’t succeed in it without deploying some key tactics.

Why it matters

As brands both big and small invest in CTV, they need to learn how to best leverage its abilities when it comes to optimisation, targeting and measurement.

Takeaways

• Be creative and expansive in who you really want to reach and why; the granular targeting of CTV means brands don’t have to go big...