Marketing Architects

Most performance marketers’ experience with connected TV starts with sticker shock and ends with broken promises.

It wasn’t supposed to be this way. When CTV burst onto the scene as the holy grail of reach and targeting, eyes popped at the rates quoted by the big CTV players. Marketers held out hope that the promise of hyper-targeting would make the high costs worth it.

Advertisers new to CTV often approach streaming buys the same way they approach linear: By focusing on large-scale inventory from only the biggest providers instead of focusing on their audience. This strategy tends to overlook the unique advantages CTV offers, writes Marrika Zapiler, director of advanced TV at Marketing Architects.