Interviews, insight & analysis on digital media & marketing

CTV

CTV

Beyond the Hype, What Does CTV Hold for Marketers?

How is inventory on the channel really bought, sold, and tracked, and where are those deals most favourable to buyers? What is the state of CTV CPMs? And where should marketers focus their attention this year to reap the emerging benefits of the channel?

CTV

Entering a new era of TV ad measurement

It is no exaggeration to say we are well and truly in the new era of television. We are witnessing a fantastic proliferation of content and tech platforms to view TV when and how we want – from Free Ad-Supported Television (FAST) channels to hybrid SVOD-AVOD streaming platforms. It is a great time for viewers to watch TV!

CTV

Collaboration holds the key to unlocking CTV

Audiences are making the leap to the new disruptors, the ad-driven CTV streaming platforms, AVOD and FAST, which agencies and advertisers consider too new and are therefore reluctant to invest in. 

CTV

Media fragmentation is an opportunity, not a barrier

A whole new world of inventory is opening before our eyes, offering increasing opportunities for advertisers to engage with its growing audience. You’d think the media world would be hugely excited and their brands chomping at the bit to get involved. However, like the Dalek that encountered a staircase, we gaze up at the fragmented nature of this new media landscape and wonder where to start.

CTV

CTV fraud is surging as consumption grows

While CTV consumption and quality verification has grown by 252% in the UK year-over-year, bot fraud was up 69% in 2022, according to DoubleVerify research.