CTV is the buzzword of the moment. In a context of audience fragmentation between linear addressed, unaddressed and BVOD, it is increasingly becoming part of the general public's consumption habits.
CTV represents a challenge for media planners, who have to meet their clients' expectations on the small (and increasingly large) screen.
The RTL Ad Alliance consumer study showed that the ecosystem is more complex than a simple phrase.
CTV: measurement, targeting, automation and currency
Measurement, targeting, automation and currency are the many steps we need to take to build a future where TV and digital converge.
What is the state of the market in different countries? What solutions are at work, and can we align them on a global scale?
These are the questions to which the panelists, moderated by RTL AdAlliance 's Jean-Baptiste Moggio, provided answers based on their own experience, enabling a detailed analysis of the market.
Guillaume Belmas, CEO of Realytics, shared his expertise with Laure Gery from Numberly, Simone Branca from Rai Pubblicità, Matthew Van Houten from DIRECTV, and Franck Litewka from RTL AdAlliance.
CTV and total video measurement
TV is constantly renewing itself. Linear TV saw the arrival of BVOD, then addressable TV. Today, CTV continues to evolve. While some will dwell on the fragmentation of audiences, most players see many opportunities.
But to be able to make strategic choices, you need a common yardstick. That's why Bee, Realytics' total video measurement solution, announced at Cannes Lions the extending of its measurement spectrum to include CTV, thanks to a partnership with Rakuten Advertising.
Multichannel media planning: linear TV, addressable TV, BVOD and CTV Replay
Bee offers unified measurement of linear TV, addressable TV, BVOD, AVOD and FAST, so that sales houses can communicate on the uplift of their media propositions, and advertisers and agencies can determine new insights to budget for the most effective multichannel media plans.
