"TV is no longer passive. With connected TV (CTV), streaming platforms, and shoppable formats, the medium has become both more complex and more creatively fertile. What was once one-way communication is now a two-way relationship where audiences consume, interact, evaluate, and even purchase in real time. Understanding the audience behind the screen Linear TV campaigns were predictable and measured by reach."
"Technology enables distribution and targeting, but tech alone doesn't deliver results. Creativity must guide decisions, shaping the way data is used and how messages are expressed. Every campaign should be a combination of insight, design, and bold vision. Just as Lee Clow's Apple 1984 ad defined a new way to see the brand, today's CTV campaigns should not merely react to audience data."
Connected TV transforms television into an interactive, multi-device medium where audiences consume, interact, evaluate, and purchase in real time. Viewers fragment across phones, tablets, laptops, and smart TVs, making reach-based linear-TV approaches insufficient. Brands must understand habits, preferences, and motivations to connect at a human level. Agility is required as media cycles shorten, budgets shift, and performance expectations rise. Technology enables distribution and targeting, but creativity must shape how data is used and how messages are expressed. Campaigns should combine insight, design, and bold vision to anticipate, inspire, and create cohesive brand experiences across CTV.
Read at The Drum
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