Change The Way
You CTV
A thought provoking whitepaper, for marketers, TV planners and buyers.
A thought provoking whitepaper, for marketers, TV planners and buyers.
We set out to evolve the conversation around TV planning and buying, by gathering thousands of quantitative data points from consumers, and qualitative data from interviews with agencies and brands.
Change The Way You CTV tunes into a new view on ad tolerance and the power of shared viewing experiences.
Plus, a revised audience-needs hierarchy that incorporates the behavioural drivers revealed in our consumer research. The result? A framework that puts consumers back at the centre of TV advertising.
Produced in partnership with LongTerm CoLab and ISBA.
