CTV 8-STEP FRAMEWORK

4. Choose Your Media Channels and Allocate Your Budget

Once you’ve identified your target audience, how they engage with TV, what key metrics you want to achieve and how and when your audience will interact with ads throughout the buying process, select the different media channels and advertising types you’d like to pursue with your strategy.

Use your budget to inform this. Then, allocate it as needed by your audiences and the different types of ads you’ll use and the frequency of these ads.

5. Select TV Platforms and Publishers To Help You Achieve Your KPIs

Whether you run your own ad campaigns, use an agency or outsource some of your advertising, your next step will be to look at different demand-side platforms (DSPs) and publishers (content owners) to help you meet your business objectives. Common DSPs include Roku OneView, Xandr Invest and Xandr Monetize, The Trade Desk, Amazon and Google Display

& Video 360 (DV360). Some of the most popular publishers are Disney, Comcast NBCUniversal, Warner Bros. Discovery and Paramount.

Here are some tips to follow during this process:

Get in Touch With Publishers First

Work with publishers to identify the preferred way to access their inventory that benefits you (and if you’re an agency, your clients).

Meet With DSPs and Publishers To Gather Critical Information

Use these meetings to better understand any best practices the DSPs and publishers have and any key partnerships they have in place. You’ll gain a better understanding of what content is available for ad placement programmatically versus direct. “Let’s say you want to place an ad within the series Yellowstone — that will likely not run programmatically and will be a lot more expensive than viewing an 80s movie on FAST,” Andrea explained.

Also, inquire about DSPs and publishers’ buying capabilities, features and benefits.

Working with publishers directly gives you access to knowledge about the various content types where your ads can be placed — not to mention unique opportunities for sponsorships, product placement, home screen placements, shopping ads, etc. If you don’t have a way to get in touch with a publisher directly, Goodway can help — we can leverage our direct relationships with the top publishers, supplyside platforms (SSPs) and DSPs.

Andrea Kwiatek Director, Strategic Partnerships Goodway Group