Outlook
Before you add AI applications to connected TV advertising
How AI applications fit connected TV advertising: what the tools automate, what they cannot fix, and how to cost and govern a six-week pilot in pounds.
Topic
measurement
Measurement
Match connected TV advertising attribution methods to your evidence needs
Compare connected TV advertising attribution methods, from panel cross-media measurement to platform reporting and experiments, and defend the evidence you use.
Audience research
How do you research the audience for connected TV advertising?
A practical guide to connected TV advertising audience research: which UK data sources to trust, how to segment streaming viewers and how to size a campaign.
Measurement
Before you report connected TV advertising key metrics to a board
Choose connected TV advertising key metrics by decision, not by dashboard: delivery, attention and outcome definitions, plus a worked pound example.
Measurement
Why connected TV advertising measurement needs a plan before launch
How to plan connected TV advertising measurement: metrics that matter, panel and platform data, attribution limits, reporting cadence and a pre-launch checklist.
Measurement
What connected TV advertising measurement mistakes mean for UK planners
Eight connected TV advertising measurement mistakes UK planners should screen for, covering de-duplication, platform panels and reporting reconciliation.
Measurement
Connected TV advertising dashboards: metrics and governance
A connected TV advertising dashboard should clarify delivery, spend and outcomes, with clear metric sources, refresh rates and governance for reporting.
Strategy
How to plan a connected TV advertising campaign
Plan a connected TV advertising campaign with guidance on objectives, measurement, budget allocation, creative, compliance and campaign review.
Measurement
CTV ad viewability standards UK: what buyers should know
CTV ad viewability in the UK is a contractual standard, not a legal one. Here is how IAB UK and MRC definitions apply, and what to write into a CTV contract.