"The definition of TV has never been broader. From video on demand to subscription services to platforms like YouTube on connected TVs, audiences are watching more and in more places than ever - but with shifting viewership behaviors, achieving your brand's reach goals requires a new approach to planning and measuring media effectiveness. Instead of treating each streaming service as a silo, a unified CTV"
""Total TV consumption is up, but it's driven by people watching across more and more streaming services... there's a risk of more and more silos." He believes the solution lies in what his team calls 'Unified CTV' - a strategic framework that treats CTV as a single, cohesive channel rather than fragmented publisher silos. "We've moved beyond traditional programmatic approaches to create a methodology that maximizes audience-first planning across all CTV touchpoints," he explains."
TV now encompasses video on demand, subscription services and platforms like YouTube on connected TVs, producing broader and more distributed viewing. Fragmentation across multiple streaming services creates silos that hinder efficient reach and drive potential budget wastage. A Unified CTV approach treats connected TV as a single channel to enable audience-first planning, consistent frequency at the user level, and cross-platform measurement of media effectiveness. Platforms such as YouTube offer scale and controls to execute unified strategies efficiently. Advertisers facing budget pressures prioritize partners who optimize holistically and prove that every pound delivers measurable outcomes.
Read at The Drum
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