Despite being one of the industry’s biggest buzzwords for the past few years, there’s still a lot of disagreement about what CTV actually is. For some, it’s just mid-roll ads delivered on a streaming service, for others, it’s a more catch-all term for the wide variety of ad formats available on smart TVs.
Matt Bryan, Director of Analytics & Insights for Europe at Samsung Ads, says the latter definition is the one the industry should be using. Smart TVs can capture data on all activity which happens on the device, whether that’s streaming, gaming, or linear TV, and that data helps advertisers run holistic campaigns which run across all of those media types.
In this interview, Bryan also discusses the role of home screen ads, as well how the connected home in bolstering CTV. Filmed at VideoWeek Roadmap in London.
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