Connected TV or CTV represents an entirely new platform with new content capabilities, creative formats, and
audiences with new expectations. With CTV, marketers can engage viewers directly at the person or household
level rather than as part of a mass audience watching the same program at the same time. This direct connection
to specific viewers opens up new storytelling possibilities — and also presents new challenges. As personalization
becomes increasingly challenged in this more privacy focused era, the need for creative that both performs and
scales across platforms has never been more important.
The goal of this guide is to examine the current state of CTV creative, identify where the challenges are, denote
where the industry is coalescing in terms of creative strategy and formats, and . . .
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