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Connected TV Advertising

Looking for training to get you started in the world of Programmatic CTV Advertising? Learn the strategies you need to deliver effective ads with on-demand TV and OTT streaming platforms.

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1 day course
Supporting material
Private
Private
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

Connected TV and streaming platforms such as Netflix and Amazon Prime have shifted viewers and Ad spend from traditional linear TV to digital streaming services. Our one-day training course will examine the marketing strategies you need to reach customers in this new TV reality.

Our Connected TV course is designed to equip you with an in-depth understanding of the over-the-top streaming and CTV landscape. Learn how to reach your audiences across catch-up services and Ad enabled streaming platforms, whatever CTV technologies they are watching on.

This training is available as a private session that can be delivered via Virtual Classroom or at a location of your choice in the US.

Course overview

Who should attend:

This course will be helpful for digital marketing practitioners, programmatic specialists, media planners and buyers. It's also a great fit for analytics and data specialists who want to understand measurement best practices in CTV and OTT advertising.

What you'll learn:

By the end of this course, you will be able to:

  • Understand how to navigate the newly emerging world of CTV advertising, including the opportunities presented by a range of platforms such as Amazon Prime, Netflix, Apple TV, Roku and linear catch-up services
  • Know how to plan an effective ad campaign to deliver on your reach and frequency goal across multi-channel inventory
  • Know which campaign methodology matches your goals
  • Learn how to apply measurement frameworks to your CTV activities
  • Know which reports to leverage for your OTT ad campaigns
  • Find success in addressing CTV as a new advertising opportunity

Course agenda

Introduction to the CTV Landscape
  • Overview of the landscape and opportunities for marketers
  • Consultation on how the TV environment is evolving
  • Understand how to operate cross-platform, innovate in the CTV space and experiment to optimise your media mix
  • Leverage privacy centric solutions to deliver campaigns
Implementation & Data
  • Outline of a full-funnel CTV strategy
  • Know options for audience targeting to deliver personalised and relevant messaging
  • Know how to deploy TV Planner, Reach Planner and frequency management solutions
  • Leverage CTV inventory to maximise reach and impact alongside other channels
  • Learn how to incorporate YouTube inventory with third-party inventory
  • Leverage platform features to book bespoke inventory packages
CTV Creative
  • Understand how to create ads for the CTV environment
  • Know how to build creatives in Ads Creative studio
  • Leverage opportunities to connect offline and online through creative
AI Solutions & Commerce
  • Know which video solution to choose based on your objectives
  • Learn CTV specific features in Google Ads and DV360
  • Leverage dedicated campaign types in Google Ads and DV360
Measurement
  • Know which reports to utilise to analyse a CTV campaign
  • Understand how to build a full-funnel measurement framework
  • Know how to uncover insights into viewer behaviour, engagement, and campaign performance
  • Understand the benefits of unified reporting and holistic media management
Best Practices
  • A collection of tips to get the most out of your CTV activities
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