Contact

Understanding Connected TV

Navigate the rapidly developing CTV ecosystem with confidence

The rise of Connected TV (CTV) presents both new opportunities and complexities for advertisers. As budgets shift from traditional linear TV to streaming environments, brands must navigate a fragmented landscape of platforms, measurement tools, and targeting capabilities. 

ISBA and Ebiquity’s latest report, Understanding Connected TV, provides practical guidance to help brands make informed decisions about CTV investments. 

Download the guide

Key Insights from the Report: 

  • Clarifying the CTV Landscape – Cutting through industry jargon to provide a clear, practical definition of CTV and its role in modern media planning. 
  • Targeting Effectively – How to balance advanced audience targeting with reach and efficiency. 
  • Quality vs. Scale – Understanding the trade-offs between precise targeting and securing high-quality, premium inventory. 
  • Measuring Success – Navigating diverse measurement tools and ensuring your CTV investments drive meaningful results. 
  • Practical Steps for Advertisers – Actionable recommendations to integrate CTV seamlessly into your marketing strategy. 

 

Whether you’re new to CTV or looking to refine your approach, this guide will help you maximise value, ensure transparency, and future-proof your media investments. 

 

Get the full report and gain the insights needed to make CTV a powerful part of your media strategy. 

Highlights

Key questions to ask of your CTV strategy
Practical advice for CTV targeting

Download Now

Find out more about how our Media Investment Governance services can help you achieve your marketing goals.

Find out more

Ebiquity Insights

Equip yourself with the data, benchmarks, and strategic insights needed to navigate the evolving advertising landscape.

All insights
ARTICLE
LHF advertising after the watershed: Early winners, exits and ROI implications for UK TV
February 12, 2026
Read more
ARTICLE
Ebiquity Appoints David Muldoon as Global Managing Director of Marketing Transformation
February 6, 2026
Read more
research
Beyond ROI: What Really Drives Effectiveness on TikTok 
New research from TikTok, powered by independent econometric analysis from Ebiquity
Read more
ARTICLE
Why Streaming TV’s ROI challenge is an opportunity (if you get governance right) 
January 27, 2026
Read more
ARTICLE
Four ways to make Marketing Mix Modelling work for your business 
January 15, 2026
Read more
ARTICLE
Evolving the media operating model: Insights from Mars’ Transformation
January 13, 2026
Read more
guides
Scaling with Safeguards: How to grow your Streaming TV investment effectively
Read more
ARTICLE
How the Omnicom–IPG Merger Impacts Marketers
December 22, 2025
Read more