The television advertising industry is undergoing a major transformation with the rise of Connected TV (CTV), offering advertisers an unprecedented opportunity to combine the premium screen quality of TV with the granular targeting capabilities of digital. However, this potential can only be fully realized by overcoming transparency challenges and achieving unified measurement.
Transparency and measurement challenges in CTV
The study by DoubleVerify and IAB Europe highlights the obstacles advertisers face in terms of transparency and audience measurement in TV advertising. Only 30% of advertisers and publishers have full transparency over their CTV placements, and an even smaller fraction has access to insights regarding brand suitability and fraud protection.
Bee, AdTech Video Solution of the Year for Deterministic CTV Measurement
Only 44% of advertisers and 39% of publishers can determine whether their ads were actually viewed.
Realytics' Bee solution—winner of eight industry awards, including Tech Solution of the Year 2024 —addresses these challenges by providing deterministic TV audience measurement and real data for an effective Total Video strategy. Through partnerships with Bouygues Telecom (see the video about how it works) and Rakuten TV, Bee enables advertisers to access unified TV measurement, including CTV, ensuring greater transparency and security for campaigns across IPTV and OTT.
Advertisers and publishers gain clear insights into whether their ads were broadcasted based on delivered impressions, timing, household distribution, and engagement levels.
Bee simplifies cross-device TV campaign analysis by offering comparative measurement across premium Total Video screens. It helps advertisers evaluate the effectiveness of their strategic choices and compare reach and duplication across TV campaigns.
CTV’s Contribution to Reach
The TV screen serves as a distribution hub for broadcasters and streaming platforms, each with its own audience characteristics and consumption habits.
To fully understand CTV's incremental reach in a multi-device TV strategy, engage casual TV viewers, and validate strategic decisions, it is essential to measure its impact.
Bee provides deterministic measurement from a single source to analyze and unify performance insights across linear TV (including addressable TV) and CTV (BVOD, AVOD, and FAST). Holistic TV measurement delivers actionable insights to optimize future campaign performance in the brand-safe TV environment.
CTV: The Best of Both Worlds
CTV represents a revolution in Total Video, combining the high engagement of premium TV screens with digital-like targeting precision, available in programmatic buying.
Bee is at the heart of this transformation, delivering transparency and deterministic measurement to navigate the complex TV measurement landscape with confidence—validating the trust that 95% of advertisers and 89% of publishers place in CTV’s potential.
Bee brings substance to CTV, offering the best of both worlds: the quality and impact of TV combined with the agility of digital.
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