Five key tactics for optimizing advertising and measuring success across connected TV

Monica Longoria

Looks at some of the parameters for success in connected TV (CTV) advertising, in areas including incremental reach, targeting and data procurement.

Connected TV

This article is part of a series of articles from the WARC Guide to connected TV. Read more

TV is changing. There’s never been more content to watch or more ways to reach viewers. CTV is becoming the new platform of choice, because it offers a viewing experience untethered from linear TV’s constraints. With CTV’s increasing penetration – new research released by the Interactive Advertising Bureau (IAB) predicts it will hit 36% of time spent by year-end– it has finally come into its own for marketers too. CTV ad-buying strategies include buying ad inventory through...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands