{"id":2380,"date":"2022-02-10T01:36:50","date_gmt":"2022-02-10T06:36:50","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/02\/10\/starting-in-ctv-dont-make-this-common-mistake\/"},"modified":"2022-02-10T01:36:50","modified_gmt":"2022-02-10T06:36:50","slug":"starting-in-ctv-dont-make-this-common-mistake","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/starting-in-ctv-dont-make-this-common-mistake\/2380\/","title":{"rendered":"Starting in CTV? Don\u2019t Make This Common Mistake"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By John Hamilton, CEO and Co-Founder, TVDataNow<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Current stock price notwithstanding, Roku is a shining example of a CTV<\/p>\n\n\n\n\n<u>platform<\/u>\n\n\n<p class=\"wp-block-paragraph\">Consequently, new CTV advertisers curious about the emerging advertising opportunity often put all their money into Roku, as it\u2019s an easy way to spend while reaching a wide, diverse audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t get me wrong; we love Roku. Pretty much every established CTV advertiser we work is very happy allocating a percentage of their spend there. However, we do not recommend new advertisers set and forget their budget with Roku. To get the most out of CTV advertising, they need to test with several platforms.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Roku\u2019s scale is unmatched, but the data they offer can pale in comparison to buying directly with publishers, who will share more of their data if you buy with them directly.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Which publishers? Tubi, Pluto, Plex and Crackle are great examples of a long tail of publishers that offer great targeting and significant reach, especially when combined. Buying directly with publishers like these gives a bird\u2019s eye view of performance and how to better optimize in the future. And while these publishers are \u201con Roku,\u201d the reality is most save for their best inventory for those who buy directly.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Roku, like other leaders in an industry, attract the larger advertisers as well. Companies have accumulated millions in spend, creating favorable relationships and terms. Those starting today will not get the same treatment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, how you start your CTV advertising campaign will have a huge impact on whether it\u2019s a successful channel for you. Here are three takeaways to consider.<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>Start small with your budget and grow with the publishers<\/li>\n \t<li>Use insights from those smaller publishers to optimize and demonstrate value for an additional budget<\/li>\n \t<li>Work with the right partner to identify the right partners and maximize your spend<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Roku\u2019s scale is unmatched, but the data they offer can pale in comparison to buying directly with publishers, who will share more of their data if you buy with them directly.<\/p>\n","protected":false},"author":7,"featured_media":2381,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6,10],"topics":[2],"class_list":["post-2380","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Starting in CTV? 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