The CTV Podcast
How Publicis is thinking about the growing CTV ecosystem, with Tim Cady, Managing Partner, PMX.
Feb 6, 2025
Tim Cady, Managing Partner at Publicis Media, shares his extensive experience in both linear and connected TV advertising. He discusses how advertising agencies are adapting to the evolving CTV landscape and the significance of combining traditional TV with digital streaming. Cady highlights the importance of ACR data for improving audience measurement and the growing shift of direct response budgets to CTV. Listeners gain insights on the challenges of integrating legacy measurement methods with modern analytics and the need for collaboration in this dynamic market.
53:54
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Quick takeaways
- The seamless integration of traditional linear TV expertise with innovative CTV strategies is essential for effective audience engagement across diverse platforms.
- Leveraging first-party data through retail media enhances targeting capabilities in CTV advertising, ultimately improving campaign measurement and attribution.
Deep dives
The Role of AV Teams in CTV Planning
Planning for connected TV (CTV) advertising heavily relies on audio-visual (AV) teams within advertising agencies. These teams facilitate collaborative efforts to optimize CTV activities, whether directly with media owners or through proprietary internal products like PMX Lyft. This specialized planning is particularly crucial given the rapid evolution of CTV, ensuring that agencies can leverage their existing expertise in traditional TV marketing while adapting to new demands from audiences. As PMX Lift expands into additional media types, close collaboration with AV teams remains a priority to ensure seamless integration of diverse advertising solutions.
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