The ISBA & Ebiquity - Understanding Connected TV report provides definitions and practical steps for brands to navigate the Connected TV (CTV) ecosystem, emphasising the importance of targeting, maintaining high-quality inventory, and understanding diverse measurement tools.
It addresses industry challenges such as confusion around CTV definitions and measurement, and highlights the need for continued client engagement to assess the value and effectiveness of CTV campaigns compared to traditional broadcast TV.
In September 2024, ISBA’s TV & Video Steering Group convened to address pressing challenges in the Connected TV (CTV) space.
ISBA's Bobi Carley, Director of Industry Relations, said "ISBA’s TV & Video Steering group seek to drive forward best practice in the industry. Brands need to understand and get under the hood of the increasingly complex TV market in order to deliver effective campaigns. Understanding the growing CTV space is key to future plans. "