Connected TV advertising has matured from a brand awareness-only channel into a serious direct response (D/R) channel. Brands and agencies engaging in performance advertising that still treat CTV as a mere branding vehicle are missing out on an effective, measurable direct response channel. The supply is there, the targeting infrastructure has caught up, and the measurement frameworks – while still imperfect – are good enough to make CTV a legitimate contender against paid search and social for lower-funnel objectives. This guide tells you how direct response CTV actually works, what to watch out for when you are buying it, who the most important players are, and where the space is heading
This document covers:
EXECUTIVE SUMMARY
OVERVIEW
- CTV Advertising: The Big Picture
- What is Direct Response CTV?
- Identity Resolution and Targeting
- Dynamic Creative Optimization in D/R CTV
- How CTV Viewers Can Act on Ads
- Auto-Optimization of D/R CTV Campaigns
- Measuring D/R CTV Campaign Performance
- Supply Path Control
- Independents Vs. Walled Gardens
VENDORS AND PUBLISHERS
- The Leading D/R CTV AdTech Vendors
- The Leading D/R CTV Data Providers
- The Leading D/R CTV Measurement Providers
- The Leading D/R CTV Publishers
DIRECT RESPONSE CTV OUTLOOK
- Conclusion
Companies covered: Adjust, Amazon, AppsFlyer, Beeswax, Comcast, Comscore, Disney, DoubleVerify, Epsilon, Experian, Foursquare, Fox, Freewheel, Google, HBO Max, Hulu, ID5, Index Exchange, InfoSum, Innovid, IRI, iSpot.tv, Kochava, Kroger, LG, LiveRamp, Madhive, Magnite, NBCUniversal, NCS, Netflix, Nielsen, NorthBeam, OpenX, Paramount, Peacock, Phenix, Pluto TV, Publicis Groupe, PubMatic, Rembrand, Rockerbox, Roku, Samsung, SpotX, SpringServe, Target, The Trade Desk, TVision, Tubi, Viant, W Media Research, LLC, Walmart, Warner Bros. Discovery, Waymark, and YouTube.