Connected TV data
Connected TV data
The world of connected television, with data in hand, is truly a universe to conquer, but also to build.
Two universes that were previously parallel, that of linear television and that of digital, are today extremely close. And although the objectives are certainly clear, the strategies and measurement models are always in motion.
Most brands today leverage CTV from an incremental perspective with strategies aimed taiwan mobile database at both increasing reach in linear TV (72%) and in the digital sector (22%).
The addressable approach to TV is rapidly evolving the medium and, while investments are also growing rapidly, what seems to be lacking most at the moment is a single measurement that allows us to measure its return .
Only by understanding the KPIs to use and how to measure campaign effectiveness will it be possible to make the most of the full potential of CTV and addressable television .
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