The CTV Podcast
Behind the glass, a view from the CTV sell side with Richard Brant from Vevo.
Aug 7, 2024
Richard Brant, Senior Director of Advanced TV, Strategy and Partnerships at Vevo, shares his insights from the forefront of the music video network. He discusses the fragmented streaming inventory landscape and the evolution in agency strategies for CTV. Brant emphasizes the importance of balancing viewer experience and ad monetization while exploring supply path optimization. He also delves into the future of audience measurement and the necessity for innovative approaches to enhance advertising effectiveness, all while navigating the ever-changing media environment.
53:49
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Quick takeaways
- Connected TV (CTV) represents a distinct advertising medium that requires tailored strategies to fully leverage its unique capabilities and benefits.
- Streamlined integration of data and technological innovations in traditional broadcasting, as exemplified by Sky, is essential for optimizing viewer engagement in streaming.
Deep dives
Connected TV as a Distinct Medium
Connected TV (CTV) functions as a unique medium, separate from traditional digital and audiovisual approaches. While it shares some attributes with digital, it also offers features that conventional TV does not, making it essential to recognize its distinct value. A common mistake in approaching CTV is forcing it into the confines of digital strategies, which leads to missed opportunities for leveraging its full capabilities. Hence, understanding CTV's specific needs and advantages is vital for maximizing its potential in the advertising space.
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