TV Advertising in a Connected World: Understanding Measurement, Creative and Engagement

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The rise of connected TV, a channel which now reaches over half of all American homes, has opened the door to a world of new opportunities for marketers aiming to combine the reach of television with the addressability, interactivity, and measurability of digital. To better understand this opportunity, Innovid and the ANA embarked on a study in partnership with some of the world’s leading brands. During this session, we’ll share guidance and best practices to help marketers understand the value of connected TV advertising and offer constructive tips for how to prepare your brand to make an investment in this rapidly growing medium. We’ll explore the importance of meeting creative needs, how to plan TV buys with connected devices in mind, and the importance of accurate measurement to assess the value of this sophisticated opportunity. We’ll also explore some of the early findings from our research that underscore the value of a CTV investment.