Linear TV and digital departments must cooperate on CTV opportunities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2020, 9:55 AM UTC

This can help them access CTV’s limited and competitive inventory.

This article argues that linear TV and digital departments must cooperate on connected TV (CTV). This is because long-term CTV success needs maximisation of expertise from both linear and digital TV departments within brands and agencies.

With CTV inventory being limited and highly competitive, marketers for TV and digital must use their combined expertise to identify if they should buy inventory directly or through private marketplaces. The two departments must look to coordinate stages from initial planning to executing creatives.

They must ensure consistency in brand identity irrespective of where a consumer engages with a brand. By cooperating on CTV opportunities, digital and TV can determine how viewer perception and engagement are being impacted.

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[2 minute read]