Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Avoiding the digital learning curve: how marketers can ensure CTV is effective now

With streaming beginning to outpace linear channels on Smart TVs, it’s time to embrace the ad-targeting that maximises ROI. 

Media buyers need to adapt to changes in how the public consumes TV or risk losing audience, says Carolyn Corda, CMO and COO at Adara

The shift to connected TV (CTV) is well underway. In the UK, certain Smart TVs are now used predominantly for streaming over and above traditional linear channels. This is not just limited to the younger generation:  ‘silver surfers’ have moved to streaming services in record numbers over the past year; this means TV media buyers have started to recognise that unless they adapt to these changes, they’ll lose a core part of their audience.