The Role of CTV in the Media Mix

Mark Stewart Tell me a little more about your current rolePerera I lead Boehringer Ingelheim39s Media Center of Excellence My team provides oversight and management of DTC and HCP paid media strategy planning activation and measurement for our brands We work closely with our key external agency partners as well as our internal brand and crossfunctional stakeholdersStewart At the ANA conference you will be speaking about the role of CTV in the media mix What has been the most disruptive thing for advertisers brought about by the explosion of CTVPerera New quotchannelsquot naturally cause disruption especially when they become the new shining toy that everyone consumers and advertisers seemingly want In my opinion the most positively disruptive thing brought about by CTV is the ability to reach very specific consumers via the advanced targeting options available in CTV akin to digital media so you would be reaching consumers who are interested in your offerings And the most negatively disruptive thing is not being able to uniformly measure or measure at all in some cases exactly where your ads are placed within each CTV service like advertisers are able to in linear TVStewart Almost twothirds of the US population are CTV users How should advertisers be thinking about integrating CTV in their media mixPerera Ultimately advertising is meant to reach consumers where they are consuming or engaging with content And if advertisers want to reach the quotalmost two thirds of the US population who are CTV usersquot to quote you then CTV should be one of the key channels in the media mix To effectively include CTV in the media mix advertisers39 must be vigilant of audience overlap programming redundancy lack of unified measurement across adsupported streaming services and the everlooming issue of fraud when CTV is bought programmatically in the open exchange Short answer yes include CTV but make sure your approach is very calculated to ensure you have controls in place for overlap frequency fraud and measurementStewart Fragmentation continues to make it a challenge for marketers to reach and measure CTV audiences in a unified way What can be done to give advertisers greater confidence that they are getting what they paid forPerera Yes the CTVstreaming landscape is highly fragmented and there seems to be an everincreasing list of networks and platforms providing adsupported services with even more diversified ad formats From my perspective measurement is challenging especially since CTV is comprised of platformspecific ecosystems which makes it impossible to measure and report in an automated fashion across all CTV platforms and services let alone the whole video landscape Then that gets further complicated by the growing list of vendors offering nonstandardized ad verification and measurement solutions So largely advertisers would need to partner closely with their media agencies or internal media plannersbuyers to establish a measurement plan that aggregates data albeit manually across the CTV servicesamp8230and only activate in services that adhere to your measurement planStewart If you could wave your magic wand and change anything in the media industry what would it bePerera Just one thing In my opinion the media industry has many areas that could be improved But since you only gave me one wish I will focus on the topic of today39s discussion and ask for standardized measurement and identifiers across all CTV devices and streaming services How about we go one step further and establish a unified standard for crossscreen measurement to which all Video platformsservices adhereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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