Resources Connected TV
A guide to reaching sports fans with decisioned media

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Connected TV
Upfronts season is upon us. After a two-year hiatus, in-person presentations are back — and a lot has changed. The TV industry has undergone serious transformation, from a fundamental shift in the way people watch TV, to the launch of new streaming platforms.
This shift away from traditional cable in favor of streaming has Connected TV (CTV) and over-the-top (OTT) taking center stage — and the networks are leaning in too. But as marketers attempt to make sense of the increasingly fragmented CTV advertising landscape, relying on antiquated buying strategies from past upfronts is simply not going to cut it.
Advertisers and media sellers alike are recognizing the importance of a new approach — one that uses data as the trusted guide for buying and activation decision-making — and they are coming together in an unprecedented way to collaborate, bringing benefit to both sides.
1. Focus on consolidation
For advertisers buying directly from networks like NBCUniversal and Disney, and content distributors like Sling TV and Hulu, you may find yourself asking, “How can I effectively plan, target, and measure my CTV campaigns and holistically manage reach and frequency across all providers?” And the short answer is, you can’t —unless you’re consolidating your buys on a demand side platform (DSP) like The Trade Desk.
Consolidation enables buyers to access premium CTV and OTT inventory across all major networks and ad-supported streaming services, in one place. This can help you:
2. Make a few key requests of your publishers
Based on the needs and goals of your brand, leverage these four guiding principles to help frame upcoming conversations with publishers around the upfronts:
Whenever possible, we recommend setting up meetings with the publisher, agency, brand, and a DSP like The Trade Desk to address goals and expectations of consolidated upfronts.
3. Go beyond CPMs and gross impressions
Even as brands and agencies explore how to incorporate more data into their upfront decisions, in many instances, they still rely heavily on metrics like impressions served — measured by CPM, or cost per thousand impressions — and reach. Buying direct may offer lower CPMs and higher impressions, but if your budget is spent reaching the same viewers over and over, is that really budget well spent?
We put these insights to work for many brands. One client in particular — a leading fast-food chain — transitioned a large portion of upfronts spend from linear direct buys to decisioned PMPs. By adopting an audience-first, data-driven CTV strategy, the brand was able to extend their reach to ~60 million unique households on CTV alone, while at the same time, achieving their ideal frequency, eliminating wasted impressions, and maximizing impact. The result? A 50 percent reduction in cost per unique household.
4. Choose an activation partner carefully
With fragmentation only getting worse, consolidation is key. As you choose your activation partner, look for a solution that enables real-time data to keep ahead of viewership trends and arms you with tools to monitor and evaluate your success.
Besides the benefits of consolidation, our platform also delivers:
Leverage our suite of commitment management tools to effectively execute and manage upfront spend. The commitment dashboard tracks progress towards spend across each of your commitments on our platform, all in one place. And, we’ll be testing a new pacing feature in the coming months that will work to prioritize spend towards inventory that fulfills your commitment.
For more information on commitment management or how we can help you incorporate data into your upfronts strategy, reach out to your account manager at The Trade Desk.
Resources Connected TV
Resources Connected TV
Resources Data and measurement