Analysis of CTV campaigns certainly can offer you a clear picture of who you are reaching with each campaign and the tactic necessarily allows for some great personalization. But the question is whether the CTV audience is fundamentally different than you can reach otherwise.
In a recent virtual conversation with two consumer technology and trend experts — Nuttipol Thuwirat, Director of Strategy Development at Vericast and Rachel Dalton, Director of Ecommerce and Omnichannel at Kantar — Vericast’s Executive Director of Shopper Marketing, Mary Heman posed this very question:
First, how is the CTV audience different from other channels?
Second, is this CTV audience just a temporary thing?
This is a part of series of posts intended to help you understand CTV. Here is a link to the first post of the series (additional posts coming soon): Defining CTV.
To get more details about consumer sentiment toward advertising media like CTV, download our 2021 Consumer Optimism Outlook.
Matthew Tilley is senior director of content marketing for Valassis and leads content marketing for the company. He has more than 20 years of experience in digital advertising and consumer promotions to develop, communicate, and distribute ideas to make modern marketers more effective.