For many marketers, incremental reach measurement remains the holy grail when it comes to CTV says Chris Kleinschmidt, VP Connected TV Advertising Sales at TiVo. They understand that linear audiences are stagnating or declining, so CTV is primarily a way to extend the reach of their linear TV campaigns.
But we’re seeing more advertisers starting to look into how CTV delivers on performance metrics, such as ROAS, says Kleinschmidt. Amazon’s moves in the CTV space are interesting here — the Amazon DSP has signed deals with several premium CTV publishers including Netflix and Disney+, enabling Amazon’s purchase data to be layered over CTV campaigns. As such, ROAS and similar metrics are likely to become much more important in CTV over the coming years.
In this interview, Kleinschmidt also discusses what’s driving ‘co-opetition’ in the CTV space, and how ad units on the CTV home page are evolving.
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