Connected TV
This article is part of a series of articles from the WARC Guide to connected TV. Read more
Connected TV (CTV) advertising’s prepubescent journey is a playbook well known to many challenger brands, particularly those that have developed a degree of maturity in their businesses, have strong digital chops and are looking to break out from the rest of their pack with smarter, more efficient and more flexible premium video advertising.
Unlike banners, search and social, it can reach target audiences at scale, create brand awareness and affinity, and measure and optimize business outcomes like website visits,...