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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

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