1 day course
Supporting material
Private
Connected TV has shifted viewership from traditional linear TV to digital streaming services. Navigating the rise of CTV and other video formats in this ever-evolving landscape requires continuous learning to ensure you are set up for success.
In recent times, there has been a notable decline in TV viewership as well as advertising; this is offset by the rise in Connected TV. As the medium evolves, so do the advertising capabilities it offers. This session is designed to equip you with an in-depth understanding of the CTV landscape and empower you to leverage the significant opportunities it can provide you and your business.
Our Mastering the World of CTV course is available as a private training session that can be delivered via Virtual Classroom or at a location of your choice in South Africa.
Course overview
Who should attend:
This course will be helpful for practitioners and planners actively involved in the buying process, as well as measurement and data specialists who want to understand the world of CTV in depth.
What you'll learn:
By the end of this course, you will be able to:
- Understand how to navigate the newly emerging CTV landscape
- Know how to plan a CTV 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 CTV campaigns
- Find success in addressing CTV as a new service opportunity
Course agenda
- 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 optimize your media mix
- Leverage privacy-centric solutions to deliver campaigns
- Outline of a full-funnel CTV strategy
- Know options for audience targeting to deliver personalized and relevant messaging
- Know how to deploy TV Planner, Reach Planner and frequency management solutions
- Leverage CTV inventory to maximize reach and impact alongside other channels
- Learn how to incorporate YouTube inventory with third-party inventory
- Leverage platform features to book bespoke inventory packages
- 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
- 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
- Know which reports to utilise to analyze a CTV campaign
- Understand how to build a full-funnel measurement framework
- Know how to uncover insights into viewer behavior, engagement, and campaign performance
- Understand the benefits of unified reporting and holistic media management
- A collection of tips to get the most out of your CTV activities