Virtual forum: Shaping CTV creative management and measurement in 2022

Linear is over. Well, linear thinking, that is. As the video landscape continues to blur, so do watching behaviors. People are no longer just watching TV, they’re on social media, they’re searching and they’re gaming. In this blended, multimedia environment, we need to think about the consumer mindset and start treating all video – from TV and streaming to social and in-feed – as equal inputs. A winning video strategy today marries timely performance media tactics with timeless brand building creative, as users tune in across devices.

Connected TV has been a game-changer for advertising. Marketers now work in a world of targeted creative, multi-touch attribution and omnichannel tactics … and what’s with the buzz about making CTV data contextually dynamic? The platform continues to evolve — and now it’s poised for another generational leap. Join Marwan Soghaier, Chief Product Officer at MNTN, as he shares the vital strategies marketers need to succeed at CTV. From boosting engagement across other channels to optimizing creative strategy by device type, Marwan will showcase the steps that uncover hidden opportunities and unlock CTV’s true potential.

As the streaming landscape has widened to encompass more targeting options than linear TV, the way in which these efforts are evaluated and measured has changed. In this session, learn to what extent the industry has moved away from the traditional age-and-gender-evaluations, the state of cross-platform measurement and attribution, how technologies like ACR factor in, and what work still needs to be done.

As TV networks have stood up standalone ad-supported streamers, connected TV platforms and smart TV makers step up their own ad sales efforts and other publishers and streaming platforms move into the connected TV market, advertisers have an array of options for reaching audiences on the TV screen. In this session, hear how advertisers are navigating the crowded ad-supported streaming market.

A final word on CTV measurement after an afternoon of content.