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CTV offers DTC brands an opportunity to extend the value of their audiences and gain an edge over their competitors, whether they exist as digital natives or more-traditional direct marketers.

Here we’ve selected five that lay out some of the most important considerations for brands crafting their CTV strategies.

Curation and adventure in film and television have been eviscerated by the algorithm. When Blockbuster was a thing, picking a film to watch was actually considered an outing.

TV is experiencing a rapid evolution, fuelled by European marketers’ ongoing interest and investment in advanced TV channels such as video-on-demand (VOD), connected TV (CTV), and linear addressable.

Anonymized data based on consumer opt-in intent is the future. Meanwhile, consumers continue to demand more personalization, and providing more relevant, personalized content catches better attention, ultimately driving ad performance.

With the technology to plan and execute in terms of a holistic omnichannel view of the market, marketers can really start to guide and clarify the new possibilities which are opening up.

With marketing budgets coming under greater scrutiny, advertisers must ensure that every dollar spent is driving measurable impact.

This year’s TV upfronts are shaping up to be a pivotal moment for the TV industry, and marketers should be paying close attention.