Understanding CTV Inventory with MNTN:
- Dan explains the premium inventory accessed through MNTN, spanning 125 networks with unskippable ads and fully episodic programming.
- The importance of prioritizing trusted sources over the open exchange for CTV advertising.
- The benefits of working with pre-negotiated deals through platforms like Mountain versus direct buys with individual networks.
Optimization and Measurement in CTV:
- Optimization strategies, including audience targeting, frequency control, and creative testing.
- The challenge of measuring CTV success and discusses innovative measurement approaches like brand lift studies, geo-testing, and audience holdouts.
- The significance of creative quality in CTV advertising and its impact on campaign success.
CTV as a Growth Channel:
- How CTV has evolved from being primarily an awareness play to a performance-driven channel.
- Scenarios where CTV can drive conversions and return on ad spend effectively, complementing existing marketing channels like Facebook and Google.
Future Trends and Challenges in CTV:
- Future trends in the CTV space, including the emergence of new inventory sources and challenges posed by fragmentation in the market.
- MNTN Match, a new tool designed to leverage shopper and event data for more targeted CTV advertising.
Key Takeaways:
- The importance of premium inventory, audience targeting, creative quality, and innovative measurement in CTV advertising.
