CTV Beyond TV: Optimize for Impact

If you're measuring CTV with clicks... you're doing it wrong. CTV is still television. It just happens to be delivered digitally. And that means your old-school levers still matter: → Station → Daypart → Creative (yes, still your number one driver of impact) 💡 Here’s what most marketers miss: Success in CTV is all about combinations. The right message, the right time, the right platform. And guess what? 📉 You’re not going to find any of that insight in GA4. It wasn’t built for this world. At Provalytics, we help marketers unify all media: CTV, linear, digital, even audio. One source of truth that tells you what’s working, what’s not, and where your ROI is hiding. Let’s stop guessing. Let’s start measuring what matters. #MarketingAttribution #CTV #MediaMixModeling #AdMeasurement #Provalytics #MarketingROI

Broadcast advertising is shifting from analysis to execution. Data that once sat in dashboards explaining campaign performance is now embedded directly into the systems that control advertising decisions. In this NCS | NewscastStudio article, Imagine Communications CEO Steve Reynolds explains how modern platforms combine subscriber data, device and location signals, and content metadata into decision engines that apply broadcast-grade rules at the household level. With that unified data backbone, broadcasters can measure and optimize campaigns across linear, CTV and FAST. Read more: https://lnkd.in/gfFwzaRu #adtech #broadcast #MonetizeTV

Our Blake Hebert joined TVREV for a Q&A to break down what’s happening in CTV right now — and one thing is clear: convergence isn’t a trend, it’s the new operating model. Advertisers aren’t testing CTV anymore — they’re scaling it. Nearly 70% plan to increase spend, with budgets up an average of 17% as CTV proves its value across the full funnel. And the big unlock? Local. CTV is opening the door for regional and local advertisers to access premium video with both precision and performance — something that simply wasn’t possible before.  #CTV #Local #Innovation Take a read 👇 https://lnkd.in/ejpStyNi

Most telcos already have two powerful assets: Distribution. And data. Yet very few are turning those into meaningful advertising revenue. Why? Because ad monetisation maturity isn’t one-size-fits-all. A telco launching its first ad product faces very different challenges from a platform operator aggregating multiple streaming services. The priorities, capabilities, and revenue opportunities are completely different. That’s why we built a short diagnostic to help telcos understand where they sit on the ad monetisation journey. It identifies four telco profiles, each with different strengths, gaps, and next steps. If you’re heading to Connected TV World Summit, it’s a quick way to sense-check your ad strategy. 👉 Take the questionnaire and discover your profile: https://lnkd.in/dwN5uT_M Advertising is becoming a key growth engine for video platforms, especially as streaming shifts toward hybrid subscription-plus-ads models. #Telco #ConnectedTV #CTV #AdTech #AdMonetisation #Streaming

For any telco's currently grappling with the advertising quandary, and how to implement it to best effect, this is a quick (and dare I say easy) way to determine not only where you're currently at, but also what the opportunity looks like and how you might deliver on it.

TV vs OTT isn’t a battle. It’s a shift in how attention works. Earlier, brands bought reach. Today, they need to earn attention. One screen → One message Now → Multiple screens, multiple journeys The smartest brands understand this: TV builds memory. CTV sharpens it. OTT converts it. It’s not about choosing a channel anymore. It’s about designing the journey. Are you still buying reach… or building attention? #marketing #digitalmarketing #OTT #CTV #Advertising #MarketingStrategy #BrandBuilding #MediaPlanning #GrowthMarketing #AttentionEconomy

Comscore’s 2026 State of Programmatic report just dropped some numbers that really shift the conversation: CTV and audio are the only programmatic channels still seeing serious budget growth. 58% of marketers plan to increase programmatic spend this year, with CTV grabbing ~26% of total media budgets and audio around 10% – much of that pulling straight from linear TV. At SBS we’re already seeing UK clients test these waters. The shift isn’t just tech – it’s about formats that actually deliver attention at scale. But we keep it human-first: strategy and client goals ahead of the pipes. Question for the industry: With CTV/audio eating linear’s lunch, how are you reallocating budgets this quarter? 👇 Jason Warner Niki Chana David Sargant Lewis Reid Rupam Ranjan #CTV #Audio #Programmatic #LinearTV

The first DSPs were built for a very different world. They were designed to move remnant display inventory. Cheap impressions. Banner ads. Performance arbitrage. Speed and scale mattered more than the viewing environment. Then CTV arrived. Instead of rebuilding the infrastructure for television, the industry pushed TV through the same pipes built for display. Suddenly, premium programming was being bought the same way banner ads were. That changes how TV gets valued. You stop buying programming and start buying audience pools. You optimize impressions instead of respecting the viewing experience. That isn’t modernization. It’s digitizing around television instead of upgrading it. If the technology treats premium video like banner inventory, it probably wasn’t built for CTV in the first place. #ConnectedTV #CTVAdvertising #Programmatic #AdTech #StreamingTV #FutureOfTV #OnTheSpotMedia

👉 Check it out here: https://lnkd.in/erbtU5-P Curious to see where your telco stands in its advertising journey? Most telcos have the data. Most have the distribution. Few are actually driving real ad revenue. Take our quick 3-minute questionnaire to discover your telco profile—and get tailored recommendations on what to prioritise next. #ConnectedTV #TelcoAdvertising #AdTech #SynamediaIris

Telcos are where I started my advanced advertising career and they still have such a huge role to play in powering addressability, but one of the key takeaways from the team at MWC this week was that many telecom operators launching OTT or TV services are not yet structurally prepared to operate advertising businesses. We are here to help - take this short test to identify your current situation and the most valuable next steps you can take.