Foundations
Connected TV advertising business models explained for UK buyers
How the four main CTV business models work, from broadcaster VOD to managed service deals, and what each means for UK media buyers setting 2027 budgets.
Topic
UK advertising
Strategy
What belongs in a connected TV advertising ninety day plan?
A connected TV advertising ninety day plan splits into three phases: set the objective, test creative and placements, then scale what the data supports.
Strategy
A connected TV advertising planning template keeps decisions visible
A practical connected TV advertising planning template covering objectives, budget, creative, measurement, compliance and a scoring rubric for UK planners.
Audience research
Seven steps to define a connected TV advertising target audience
A practical seven-step method for building a connected TV advertising target audience, from first-party data and BARB viewing habits to budget checks and testing.
Operations
How to plan connected TV frequency capping in the UK
Plan connected TV frequency capping for UK campaigns: choose the audience unit, set a campaign cap, match it to each CTV environment and review reach weekly.
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.