CTV as the New Standard: From Hype to Must-Have in the Media Mix

Connected TV (CTV)—the use of streaming services, media libraries, and apps via internet-enabled televisions—is no longer a niche or short-lived hype. The shift in media consumption to the big screen has become an integral part of media consumption. For advertisers, this means: Only those who view the customer journey holistically and advertise where users spend their time avoid wastage and do not plan past their target audience.

Programmatic booking of CTV is the key to holistic media planning, as the combination of television’s immense impact and digital precision creates a unique opportunity.

Here we show the current trends, concrete advantages, and strategic considerations for the successful deployment of programmatic CTV.

Strategic Necessity: Looking Beyond the Horizon

Effective media planning must consider the specific characteristics of the operating market. It is not enough to rely on the reach of a single global platform. Viewing habits vary significantly:

In countries like France, traditional linear TV still holds a strong position, even though CTV is growing rapidly. Here, it is about finding the perfect balance between the mass reach of linear television and the digital addressability of streaming inventories. In contrast, Austria, for example, is where users already spend more time with online video than with traditional TV. However, the infrastructure and programmatic offering are not yet as mature as in France or neighboring Germany.

Additionally, we must pay attention to availability: When major providers like Netflix do not (yet) offer ad-supported subscriptions in certain countries, alternative ways must be found to reach the target audience on the big screen—such as through programmatically bookable inventories on YouTube (Big Screen) or Amazon Prime Video. A purely platform-centric approach misses the target audience.

Programmatic Turbo: Centralization and Intelligent Data Management

Programmatic management via a central Demand-Side Platform (DSP) is the efficiency lever to manage the fragmentation of the streaming market.

Programmatic Centralization

Instead of complicated individual bookings, connecting top streaming providers—such as Netflix, Disney+, and Joyn—to a DSP (e.g., DV360) enables central management of all apps and platforms. This centralized purchasing creates transparency and offers enormous efficiency advantages. Above all, cross-device and cross-platform frequency management can achieve maximum reach (unique reach) by ensuring that individual users are not unnecessarily exposed to our advertising message too often. This saves budget and optimizes impact.

Precise Data Targeting

By booking through a DSP, CTV inventory is enriched with the full scope of digital data. The days when television advertising went “into the void” are over. We use interest data, sociodemographic data, and especially first-party data for precise audience targeting.

A particularly strong trend is the connection of branding and performance: Connecting streaming platforms to DSPs from retail media networks (such as booking Netflix through the Amazon DSP) allows even purchasing behavior to be incorporated into audience targeting. Those who see advertising now have a high probability of converting in the end.

Creativity Meets Performance: Spots That Work

CTV spots often shine with very good view-through rates (VTR), as they typically cannot be skipped and run in the immersive TV environment. However, a high VTR alone does not guarantee success. The challenge lies in ensuring the spot is remembered and evokes a positive brand association.

The foundation for this is audience-specific targeting, for example through contextual targeting, which ensures the spot appears in the appropriate environment. However, the true strength of digital CTV lies in the combination of compelling storytelling and interaction. By implementing QR codes or the “send to phone” function, viewers are directly integrated into the customer journey from the couch. The combination of precise targeting and well-thought-out interactive creative is the key to transforming passive TV viewers into active customers.

Conclusion & Outlook: Toward a Measurable TV Ecosystem

Programmatic CTV is the growth driver in video marketing. However, the reach of individual platforms is usually not sufficient. Additionally, there are restrictions on availability in different countries. A successful media mix therefore requires strategic planning that precisely analyzes where the target audience is, what content is available, and through which channels it is consumed.

The biggest challenge remains measurement fragmentation: The comparative values and attribution capabilities between linear TV, addressable TV, and the various streaming platforms are still inconsistent. The future questions are therefore clear: Will common standards emerge here? The IAB and other industry associations are working intensively on solutions to standardize measurement. And in the course of this development, will linear, traditional television also become more transparent and measurable through addressable TV? The trend shows that the future lies in a fully addressable and holistically measurable video ecosystem that seamlessly connects CTV and (A)TV. Those who invest in programmatic centralization today are actively shaping this future.